Positioning Your Brand During a Crisis: What Works, What Doesn’t

Crisis Management

Back in March, when the luxury brand conglomerate LVMH converted several of its factories in France to produce hand sanitizers instead of the pricey bottles of Christian Dior and Givenchy perfume that typically rolled out of them, it was an example of a brand expertly navigating the COVID-19 crisis.

Recently, Chief Throughliner Brad Phillips joined trademark attorney Erik Pelton on his podcast Tricks of the Trade(mark) to talk about LMVH’s pivot, as well as other brands who were successful in responding to the pandemic – as well as those that missed the mark.

The two also discussed how consumers are increasingly calling out brands whose internal ethics and standards do not mirror the values they tout in their PR campaigns, and, conversely, how some small businesses are using authentic messaging to thank consumers during these troubled economic times.

Here’s the full podcast: