Maximizing your Marketing during COVID-19 with Professor Michael Kuremsky

It was a joy to be reunited with Michael Kuremsky, currently an Adjunct Professor in Branding at Xavier University, and to get his perspective on how brand managers can maximize their marketing during the COVID crisis. I was especially struck by Michael's insight that marketers will need to consider an additional layer to their consumer segmentation--one that takes into account their level of confidence or hesitation as parts of the nation begin to reopen.