In this installment of the “Challenger Thinking During a Crisis” series, Prentice walks through 5 ways to shift your messaging during a time of crisis.

Many brands are coming off as tone-deaf, cutesy, and even self-serving - and it’s not a good look. As Prentice says, ‘If you don’t have anything of substance to say, it’s best to stay quiet.’

The world has changed overnight. As a marketer, are you pivoting with it? Or are you missing the mark?