Revival Strategies: COVID-19 Recovery Planning for Brands
 
COVID-19 is a global economic crisis. The implications for brands are significant and pose a challenge that marketers and communications professionals need to navigate carefully.
 
The insights report presents a roadmap for brands to consider in their response to a situation that is changing daily. It provides an overview of expected consumer sentiment and guidance on communications strategies for brands at each phase of the crisis, and along the journey towards recovery. 
 
The path towards recovery is a journey. We do not just resume where we left off before COVID-19. We’ve been through an
emotional experience together. We have grown and changed; our perspectives are altered.
 
This is not a time to sell; it is a time for community support.  Brands should demonstrate their social responsibility and contribute by funding or donating supplies or offering support to the community, such as e-commerce giant Alibaba Group donating over RMB10 billion.
Growth in online while decline in offline. Brands pivot to adapt to the homebound economy. Healthcare, wellness, hygiene, FMCG and insurance brands are in high demand.For example, Lululemon and Supermonkey launched video livestreaming yoga and gym classes.
Offline retail goes online.  Demand for home delivery of food, groceries and supplies surged. Brands responded by creating new “contactless delivery models” to allow for social distancing and reduce the risk spread.
 
 
Version: English
Source: Sinclair
Pages: 37
 
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