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Key Resources Mentioned in Today's Episode Modern Healthcare: Nearly a third of Americans have put off healthcare during COVID-19 Every COVID-19 Commercial is Exactly the Same Key Takeaways The Role of a Brand:   We use brands to help navigate our decisions, and the brands we trust promise us a specific level of quality. During this COVID-19 crisis, brands represent normality and will be beneficial in transitioning the patient's perception of healthcare to a new normal. Health systems are putting out similar messages because there is a sense of duty to provide clear and informative public announcements. Trying to establish a brand revolving around "self" comes off as tone-deaf and connotates bragging at an inappropriate time.Brands that step up and take responsibility during this time will be leaders in the industry after the crisis settles.   Brand Shift in a New Normal: Health systems have the option to adopt a health-oriented brand vs. a care-oriented brand. The need for post health system brands to motivate their audience through personality branding will be more crucial than ever before.