April 2020 Newsletter

The New Reality Issue

In this issue!

Branding in the Pandemic | Free Messaging Support | Humor: Medicine or Mean? | Caffeine Up! | In Case You Missed It | Socializing on LinkedIn and Twitter | Quoted (Special Edition)

Branding in the Pandemic

Let’s face it, the way we manage our brands now can significantly influence our future success or failure.

To say that this territory is uncharted is akin to using a tissue as a facemask. It’s just not strong enough. There are no sure-fire, time-tested, yup-this-is-gonna-work approaches for the situation in which we find ourselves. However, it’s not as if we’re completely stranded in the wilderness without tools to use, signs to follow, or travel companions to keep us company.

We have resources. We know where we want to go. We are not alone.

Three Absolutes
In other words, we’ve got this. Here are some thoughts to keep in mind as you plot your organization’s path through and out of this crisis. Consider them three absolutes, three requirements that every decision and every action must fulfill:

Continued on spencerbrenneman.com

Free Messaging Support

Clothing companies are making masks. Automakers are assembling respirators. Distilleries are making hand sanitizer. We can’t do any of that, but we still want to help.

Spencer Brenneman is offering free messaging and copywriting support through April 2020 to non-profits and qualifying small businesses who want help planning their current and future messaging. Douglas Spencer and copywriters Anthony Greer and Steve Thomas can help you:

  • Define your messaging challenges, opportunities, and goals
  • Identify the best ways to address them, and
  • Create an action plan for putting it all together.

If you have a relationship with a non-profit or small business, please share this offer with them. Anyone interested can reach out to Douglas directly through douglas@spencerbrenneman.com.

Stay healthy and safe!

Humor in a Crisis: Medicinal or Mean?

There’s a lot to the old cliche that laughter is the best medicine. But, when people are getting sick, dying, and losing their jobs, is humor medicinal or insensitive meanness?

Like most questions, the answer is, “it depends.” It depends on the humor’s source, focus, and context. Who’s making the joke? Is it an individual or an organization? Is it at someone else’s expense or, is it more universal? From a branding perspective, the more important question is, “Does it align with your brand attributes?”

At the time of this writing, we could not find any good or bad examples of a brand’s attempt at humor during the coronavirus crisis, except for this:

Caffeine Up!

Socializing is a big part of our careers, a fact that’s becoming increasingly clear to all of us! If you’re craving a coffee clatch are tired of having one-sided conversations with the cat, have one with Douglas Spencer! Pick a time and grab a cuppa! These catch-ups have no agendas and absolutely no sales pitches. So, caffeine up!

Schedule A Coffee!

In Case You Missed It

Socializing on LinkedIn and Twitter

If you’re not following us on social media, here’s a small sampling of what you’re missing. (To rectify that, start following us on Twitter and LinkedIn now!)


“If I read the temper of our people correctly, we now realize as we have never realized before our interdependence on each other; that we can not merely take but we must give as well; that if we are to go forward, we must move as a trained and loyal army willing to sacrifice for the good of a common discipline, because without such discipline no progress is made, no leadership becomes effective. We are, I know, ready and willing to submit our lives and property to such discipline, because it makes possible a leadership which aims at a larger good. This I propose to offer, pledging that the larger purposes will bind upon us all as a sacred obligation with a unity of duty hitherto evoked only in time of armed strife.”

—Franklin D. Roosevelt
32nd President of the United States
First Inaugural Address, March 1933

Spencer Brenneman, LLC
© 2020

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