Not every time is the right time for real-time marketing
By Maha Rafi Atal and Lisa Ann Richey
This article is based on previously written piece for the Centre for Business and Development Studies.
As the global Covid-19 pandemic spread through Europe and North America, companies raced to communicate how they were responding to the crisis. Advertising that focuses on a company’s response to humanitarian crises is hardly new. Every holiday season features a parade of brands touting their seasonal partnerships with charitable causes. Yet these exercises in “Covid-branding” struck a particular nerve with both consumers and media commentators because …