How to leverage sentiment data and empathy to craft Ramadan and Eid communications during a pandemic

Cognito’s Yasmin Hannah Ramle outlines how brands can tap into consumer sentiment data to inform more empathic communications, as the on-going COVID-19 pandemic necessitates a new approach for Ramadan and Eid.

Why it matters

The playbook from previous years cannot be rinsed and repeated in the current context for Ramadan and Eid. Brands will need to ensure they have a good sense of consumer sentiments and concerns before going full-steam ahead with marketing communicatio

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