Being a Global Brand at a Time of Global Unrest
These are difficult times for brands to navigate. What’s more,
they face a long road of uncertainty ahead. Although there is no proven formula
for the right answer in such situations, Ivan Pollard, Leader of the Marketing and Communications Center, outlines two critical
factors to consider: 1) focus on the people, not on the politics; and 2)
balance your short-term obligations with long-term implications. Your company
will feel pressure to act now, but leaders must try and project forward to
imagine how their current actions and words will affect their longer-term
business trajectory.
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