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Out of tough times comes the opportunity to build something greater. That's especially true for your brand, as consumers are looking to you to respond in a way that meets their rapidly evolving needs. We're arming marketers with insights to better inform strategies and messages that will resonate now, with 5 things to keep in mind about the importance of brand building during trying times.

• Don’t shy away from COVID content now
• Environment matters
• Take a leadership role
• Have the right tone and sentiment
• Be helpful and provide value