Brand promotion may be seen as encompassing (at least) three distinct but overlapping modes:

(i)  Advertising for the moment—the message is meant to drive immediate sales;

(ii)  Advertising for post-sale burnishment—the message does more than sell products today, it builds

When times become tough, stressful and trying, many people react with humour.  As the world finds itself in the midst of a global medical virus, a different type of virus – a virtual virus – has taken off and continues to grow.  COVID-19.  A virus interchangeably referred to as Coronavirus. A virus which is familiar to almost all of humanity at the present time.  And a virus which has become the subject of many social media memes, jokes and other humorous online content.

But what happens when it is your business or personality that becomes the subject of such a “virtual virus”?