Keith Weed, Unilever CMO until last year, makes it pretty clear in a recent Campaign article why brands have to be showing up when going into recovery mode. This is not the time to cut down but to invest. And as consumers might not only forget about the crisis at some point, they might have also forgotten your brand:
„A Kantar/BrandZ analysis after the 2008 financial crisis showed that strong brands recovered nine times faster than others. The painful truth is consumers forget. While all those people working on a brand still know and love it, new relationships are being made daily by your consumers with others.“
Even though Weed now is a non-executive board member at WPP and his views might be biased by this role, he has some good proof points here.