During a pandemic or any crisis, there is no such thing as being "top of mind" with consumers. People aren't thinking about buying your product or service; they have far more critical matters on their minds.

What is a customer value proposition exactly? There are lots of definitions, but our brand consultancy's managing partner, Mitch Duckler, defines value as “…the sum total of the offerings and experiences delivered to customers during their interactions with an organization, product, or brand. If well crafted, it can sharpen the way an organization works by focusing activity to serve customers profitably.”