I’ve shared this elsewhere, but it’s important – is there a brand out there that isn’t linked to integrity in some way? Now is the opportunity to showcase that attribute.

When the chips are down (as they certainly are), brands that respond with congruity when and where it counts will be remembered. And those actions will pay off.

Many brands ignore the strongest point of influence on their market… the buyers’ experience.

Winning brands pay keen attention to their current customers, while fly-by-nights often short-change that loyalty by focussing on the Next Big Thing.

Make sure your brand is recognized for its most important characteristic, attention to your customers, not through your marketing, but from the most visible and genuine evidence.

Brands are successful because of their authenticity and trustfulness. Make use of these times to prove your value to the people who matter most. That’s what will be remembered.