Damned If You Do, Damned If You Don’t

Brands everywhere are facing 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. And believe it or not, the worst of the pandemic-related brand crises is yet to come. 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.

Don’t have time to watch the entire virtual event? Here’s a key takeaways summary with lots of examples and data provided by Yonder!

Featured Special Guest

Jonathon Morgan is founder and CEO of Yonder. Prior to Yonder, he published research about extremist groups manipulating social media with the Brookings Institution, The Atlantic, and the Washington Post, and presented at NATO's Center of Excellence for Defense Against Terrorism, the United States Institute for Peace, and the African Union. Jonathon also served as an adviser to the US State Department, developing strategies for digital counter-terrorism. He regularly provides commentary about online disinformation for publications such as The New York Times, NBC, NPR, and Wired.