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How to use psychological drivers to enhance campaigns
6/3/2020

Brands pivoted at the onset of the coronavirus pandemic with caring messaging and charitable donations, which were effective at first but soon seemed "distant, inauthentic, at times treacly," writes Hillary Haley. She discusses how brands can move forward by making "meaningful connections" to empower action, and offers psychological pointers to enhance and maximize campaigns, noting successful brand examples.

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