What Can Brands Do If the Coronavirus Crisis Drags On for Months?

Short-term strategies may be in place now, but preparing for the future is essential, too

The uncertainty of the pandemic’s duration calls into question whether companies are equipped to manage a long-term disruption. Getty Images

By Robert Klara

March 19, 2020

Companies can no longer put off addressing technology shortfalls.
Ecommerce is likely to emerge with a bigger share of commerce after the crisis ends.
For the next few months, cause-related marketing might work better than any other kind.

All it takes is a walk down any street in a major metropolitan area to see how many consumer-facing businesses are responding to the coronavirus crisis, which is unfolding, and worsening, by the day. With governors in at least 19 states having slapped restrictions on bars and restaurants, many are now closed.

Robert Klara

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.