Why it matters
COVID-19 is exerting a major impact on sectors like travel and tourism, but the effect is likely to spread across every industry in time. Understanding how brands at the immediate forefront of the crisis are responding is thus extremely valuable for brand custodians at every company.
- An on-going process of market research and gathering insights will be vital to making sure that marketers are keeping up with changes in consumer behaviour.
- Effective, empathetic communications around how brands are addressing any health concerns relevant to their businesses will be essential.
- Establishing best practices in the area...