What’s the best way for brands to communicate in a crisis?

Grand gestures, new-found sincerity, humour, purpose, a personality transplant or changing nothing? Should the CEO from the garden centre you went to once really send that email to say his thoughts are with you and your family?

There might not be a single ‘right’ thing to do, but social media does light up when brands are tone deaf, come across as insincere or just get it plain wrong.

TSB CMO Pete Markey, Premiership Rugby CMO Zoe Clapp and IceLolly.com CMO Simon Lloyd joined Propeller’s Views on the News podcast to discuss how different brands are shifting tone, reacting individually and adapting to marketing in lockdown.