A crisis can either make or break a business. Today, a global health crisis like what we are facing can either paralyze an organization or force it to thrive. Business owners understand that they can’t stay idle for so long. Organizations are now making tough decisions just to keep themselves alive. Some companies are cutting back on their marketing efforts. In some instances, they are even laying off their entire marketing team. Some companies are also cutting back on its core business operations. In contrast, others are more agile in coming up with more interesting ways to engage their audience during these difficult times. The Fear and Quarantine Period The first period started during the first few weeks of March 2020 and went on through the lift of the quarantine lockdown. This period brought about uncertainty and panic for consumers. Adding relevant and compassionate marketing messaging can strengthen the brand and establish post-COVID-19 brand loyalty to consumers. Communic