It is pretentious to frame your marketing messages with the idea that all is the same, nothing has changed, and your product is as relevant as it always was (if not more). People have (momentarily?) shifted their assumptions and priorities, it might very well be that what was worth 100 two months ago is today worth 0. If your message sticks to 100, you are out of the game.

It is also pretentious to take out your crystal ball and assume you know what people will care about two months from now. The new reality, the new normal, is out of your understanding, and picturing your product at the center of it is tantamount to gambling.

Now is the only thing that matter. And the message(s) you are sharing in this moment will define your brand for years to come.

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