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

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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.

Chains from McDonald’s to Shake Shack have roped off their seating areas. Much of the retail sector, meanwhile, is a ghost town. Companies from Nike to J.Crew,

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