The COVID-19 pandemic presented the already volatile world of brands with a tough new challenge: How does a brand stay viable, but ensure that it is sensitive to the new financial and societal realities of the "new normal?"

On this episode of Bizcast, marketing Professor Elizabeth Friedman and Matthew Quint, the director of the Center on Global Brand Leadership, offer insights on ways companies communicate both that they are open for business, and that they care about the well-being of their customers and employees.

Friedman and Quint discuss how heightened emotions affect the way brands are perceived, the importance of setting the right tone, and the opportunities for innovation amid the crisis.

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