By definition, a crisis is caused by a major, temporary change. Don’t fall into the trap of managing the temporary crisis itself, instead of managing through the crisis. Of course, some people need to focus on figuring out how to stop the Coronavirus. And we need to give them all the support we can. At the same time, those of us stewarding brands need to stay out of their way while preparing the way for our brands to emerge from the crisis even stronger than before.

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