In this episode:

Leigh Baker, founder of New York creative brand consultancy we@leighbaker, talks to us about the different approaches US and UK brands have taken to the Coronavirus crisis and what we can learn from both.

How the US does brands differently

- Marketing at scale

- Immediate impact

- The hard sell

- Wearing your heart on your sleeve

The US special relationship with brands

- The Super Bowl

- Clint Eastwood and "It's half time for America"

Brands stepping into the breach

- Weak institutions leaving a vacuum

The 3 different approaches of American brands

- Branding the moment - Nike

- Do something, but what? - American banks

- Good, honest promotional utility - Burger King

The US reaction to the crisis

- Why American brands don't stop

- Creative perils of group think

- Lockdown fatigue and reactive marketing

Green shoots of a new US brand behaviour

- A shift in tone - the new optimism

- It's OK to be funny - Geico

- Hard times and escapism

What the US can learn from the UK

- Brand experience beyond the advertising

- Getting your digital act together

- A unified response from strong institutions