Starbucks, Uber and Papa John’s are just a few big brands who’ve had to navigate a recent brand crisis.

Bozoma Saint John—former chief brand officer for Uber, and, since June, CMO of Endeavor—said company culture is key to maneuvering through crisis.

“Our culture has changed, the way that we talk to our audiences and how involved they are in our businesses,” said Saint John during her Brandweek keynote conversation, moderated by Omnicom svp and chief diversity officer Tiffany R. Warren. “We, in turn, have a responsibility to reflect the time and take a position.”

Watch Saint John’s full Brandweek Q&A above.

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