Laughter is the best medicine: Navigating brand communication in challenging times

Looks at how brands can communicate in difficult times and how to strike the right tone in their advertising.

Marketing in the COVID-19 recession

This article is part of a series of articles from the WARC Guide to Marketing in the COVID-19 recession. Read more.

How can brands communicate in difficult times? How do they strike the right tone in their advertising? Over the last few weeks, we’ve been asked many questions about how marketers should respond to the COVID-19 crisis, and given the prevalence of hum, we have examined consumer expectations of brands in a crisis, and how people are responding to advertising content that brands have been using since the start of the crisis, especially with regard to humor.

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