Supported by a Cigna research study, Maddy Rao sensibly details the importance of forming connections and a sense of community while experiencing isolation, due to the uncertainty of our new normal way of life. stressing that “brand building is a long game, and like any relationship, requires constant nurturing.” She explores, also, how certain brands have provided messages of unity and community, aiming to provide a sense of hope and togetherness. In identifying challenges people feel due to isolation, she demonstrates that “with uncertainty around consumer spending, supply chain challenges and consumer behaviors not seen in any marketing playbook, brands are faced with tough decisions around their communication.”

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