“If you want a job for your advertising, reassure consumers about the future; give them some sense of confidence that the future is something that they should invest in,” J. Walker Smith, chief knowledge officer for branding and marketing at Kantar Consulting, said during an April webinar hosted by the Advertising Research Foundation. “That is going to be a crucial requirement for this recovery … That’s where I would look as opposed to trying to do something clever with your branding.”