Zeeshan Masud, Director Client Experience, Weber Shandwick MENATCrises have a way of disrupting not just operations, but expectations. They often force brands to confront the space between their stated values and how they actually behave. In moments of tension, this gap becomes visible, and it can define how a brand is perceived for years to come.
Some brands opt for silence, if saying nothing might be the least risky approach. But audiences today are more alert to what is said, and just as importantly, to what is left unsaid. Remaining quiet is rarely interpreted as neutral. Increasingly, people are evaluating brands through the lens of what they represent, not just what they offer.
This makes communications more complex than ever. Speaking up without
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
