Product details

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Published by: Ivey Publishing
Originally published in: 2023
Version: 2023-04-14

Abstract

Early in 2020, la FundaciĆ³n Delirio (Delirio), a salsa dance, music, and circus arts show from Cali, Colombia, faced the abrupt and indefinite suspension of its presentations because of lockdowns associated with COVID-19. The general director and the staff who remained had to find new ways to connect with their audiences, relying on the strength of the brand, which help them stay afloat despite restrictions on live performances. However, when considering some of the alternatives to live performances, the general director also wondered about brand management: What impact might these short-term survival strategies have on the brand? What was going to happen to the artists?

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.
Location:
Size:
Medium
Other setting(s):
2020

About

Abstract

Early in 2020, la FundaciĆ³n Delirio (Delirio), a salsa dance, music, and circus arts show from Cali, Colombia, faced the abrupt and indefinite suspension of its presentations because of lockdowns associated with COVID-19. The general director and the staff who remained had to find new ways to connect with their audiences, relying on the strength of the brand, which help them stay afloat despite restrictions on live performances. However, when considering some of the alternatives to live performances, the general director also wondered about brand management: What impact might these short-term survival strategies have on the brand? What was going to happen to the artists?

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Location:
Size:
Medium
Other setting(s):
2020

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