Damned If You Do, Damned If You Don’t

In 2020, brands everywhere faced tough choices: Remain closed or reopen? Speak up or remain neutral? It's challenging to make these choices when you don't know what the next day will look like. Companies are damned if they do, and damned if they don’t. Open economies mean it’s open season on brands that don’t behave the way customers are expecting. So how do they deal? The best brands are those that live by a set of values and beliefs that align with their Ideal Customer. When those brands harness the power of AI, they can discover what matters most to that customer. When you know what matters most, you can build an authentic community around your brand — even under uncertain circumstances.