In the days and weeks ahead, brands are eager to return to normal communications as they prepare for a critical holiday season and what that means for their existing campaign plans. However, the range of election scenarios—from the delayed outcome to contested results—can influence the approach brands and businesses should take.

The question remains, how (and should) brands that operate in the U.S. make decisions on returning to their normal programming in this unprecedented time? Unfortunately, there will be no universal “green light” for brands to flip the switch and resume normal activity. Taking in the cultural context and expectations of brands from consumers and employees, click through to see a roadmap on how to prepare for both internal and external brand communications during a prolonged election, as well as how to evaluate when brands should “return to normal.”

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