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

Open for business sign behind chain-link fence
The uncertainty of the pandemic’s duration calls into question whether companies are equipped to manage a long-term disruption. Getty Images

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.

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@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.