What Delta Air Lines’ response to COVID-19 can teach other brands

Delta Air Lines, the air carrier, is in a category that has been profoundly impacted by COVID-19, and thus offers valuable advice for other brands as it seeks to respond to the pandemic.

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...

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Insights Team
Bray Leino

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