Generally, I try to make the How Brands Are Built podcast evergreen. I want listeners to be able to go back any old episode and find that the conversation—whether it’s with a namer, a strategist, an author, or some other branding professional—is still relevant.

But this episode is different. It’s April, 2020, and we’re in the midst of the COVID-19 pandemic. To say the least, it’s been disruptive. (And not in the cool, buzzwordy kind of way.) Early on in the crisis, I read news of Zoom making conference calls free for K–12 schools, grocery stores creating special shopping hours for more vulnerable populations, and The New York Times taking down its paywall for all coronavirus-related coverage. I started keeping track of how companies were pitching in, and created an Instagram post highlighting six approaches, with an example for each.

Shortly thereafter, I started seeing similar content, including a blog post from Character, titled “A Brand’s Responsibility In Times of Crisis.” I wanted to talk a bit more about how brands are reacting, so I reached out to the authors, Lauren Wong, Associate Strategy Director, and Myra El-Bayoumi, Head of Strategy. (Myra’s name may sound familiar—she was a guest on the podcast last season.) Lauren and Myra graciously agreed to hop on Zoom for a quick, impromptu chat about what brands can do, should do, and in some cases, should avoid doing, in times of crisis.