DOING LIGHTHEARTED MARKETING RIGHT

When everything is uncertain and gloomy, brands may consider marketing strategies to lighten up the mood. However, such an approach can backfire if done the wrong way, as we saw repeatedly during the pandemic. How to avoid such mishaps and adopt a light tone without making light of what’s weighing on your audience’s minds?
Elias Karam
Joseph Noujaim
Fabio Silveira
Nadim Ghrayeb
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