Rohit Arora is business director and head of content strategy at Liwa Content Driven
Challenging times are opportunity disguised as problems – and brands must act fast. Brands need to be as useful as possible by combining purpose + practicality + creativity.
But should one even spend on marketing communication?
Many marketeers put a complete freeze on their marketing communication budgets. Not the most prudent strategy.
This is the time to show you care and be more useful. Depending on your category and brand stature, there could be little forgiveness for inaction and underreacting.
If your competito
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