These chaotic times make it difficult to know what you should be doing with your brand. You want to connect with those you hope to serve. At the same time, you don’t want people to feel like you are one of the many opportunists out there who see the state of our world as a chance to profit from people’s uncertainty.
Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail.