Engage in new ways – and with humor – to make customers loyal long beyond these stressful few months.
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When you watch a movie or read a book that’s centered on a hero’s journey, you’ll frequently find a pivotal moment, the point in the story when the hero must commit to the journey or abandon it. Think about Frodo in the Lord of the Rings trilogy: He literally crosses the threshold when he leaves his home in the Shire for new lands, dangers and challenges. In The Matrix, Neo crosses the threshold when he takes the red pill that replaces blissful ignorance with uncomfortable, unsettling truth.
What does crossing the threshold have to do with marketing and branding your company in a crisis? Everything.