All the major industries of the world are currently dealing with the devastating effects of

COVID-19 (or the coronavirus). From manufacturing to marketing, 2020 has seen shifts in the
way businesses and organizations operate in the wake of the deadly virus.

How major companies are responding to COVID-19

In the face of unprecedented changes and impacts on companies’ own operations or in their
supply chains, enterprises have adopted a variety of responses, many actively putting
resources, logistics, skills and innovative approaches at the service of the fight against the
pandemic. For example, companies have taken extraordinary measures to protect their
employees, clients and partners from COVID-19 – all while trying to minimize the impact of
the pandemic on their businesses.

Some of common actions they had taken in reaction to the spread of Coronavirus include:

Forming crisis management teams

“Most organizations have created crisis management teams, task forces or committees with a
response tailored to specific geographic regions. These groups convene regularly to formulate
policies and provide information to executives and front-line staff on topics like awareness,
prevention and good hygiene.

Monitoring business impact

Senior leaders hold dedicated meetings to “monitor business impact in efforts to protect or
sustain business functions. Their points of focus may involve closing down facilities in areas
with high incidences of COVID-19, or transferring some business disciplines to geographies
where Coronavirus is not as prevalent.

Testing technology

Tech systems – that, say, facilitate remote working and emergency notifications – are being
tested at many firms. Zoom, Skype and Microsoft Teams are some tools that act as a virtual
substitute for face-to-face meetings, while offering like Google Docs are enabling project
collaboration. Employees have also been advised to take laptops and other equipment home
and set up remote connections, in case they are required to work away from the office at short
notice.

Leveraging communications

“Corporate leadership is communicating frequently – daily, weekly or as available – to

address their organization's COVID-19 response, advice, policies and protocols. Along with
distributing the answers to staff questions, these communications might provide links to
updates from institutions like the Centers for Disease Control and Prevention and World
Health Organization.

The broader forms of information to disseminate could include:

 reminding workers to look at information from credible sources;

  offering reassurance as necessary;
 encouraging employees to procure food, water, medicine and other essentials in case
of emergency.

The mediums generally used to spread this messaging include:

 social media for public messages;

 email, SMS, hotlines and intranets;
 on-site signage to encourage hygiene, screening and similar policies.

Companies are conscious of the effects of their communication, particularly on customers.

As such, it is common to:

 have prepared responses from senior leaders for use when dealing with media
enquiries;
 appoint designated media-relations personnel who address incoming questions;
 ask employees not to violate the privacy of diagnosed clients, customers and co-
workers on social media;
 use social media and marketing messages to raise awareness of customer policies and
ecommerce services.

Using training

 There has been a “rapid expansion” of training opportunities within enterprises, not
least for managers who are leading corporate efforts to contain Coronavirus, fielding
employee enquiries, and communicating company policies. Bespoke training
programs are also regularly being introduced for security, cleaning, maintenance and
groundskeeping teams.

CHANGES IN BRAND MARKETING AND COMMUNICATION

STRATEGIES 
The general lockdown has impacted the consumers’ habits. With stores closures and social
distancing keeping many people at home, major shifts have been seen in behavioral trends.
Demand for e-commerce is rising and online sales are increasing. Most brand actions are now
focusing on marketing and communication as compared to merchandising. Newsletters have
been sent, and social media posts through all channels can be seen everywhere.

With so much changing within these difficult times, many actions have been taken by brands
to serve their clients, grow their customer base and mitigate the risks:
1. Presenting with empathy and transparency

Transparency is the keyword of this Coronavirus period for retailers. They can maintain
goodwill and minimize the possible damages on brand loyalty by showing their customers
they share their concerns and are working on the challenges faced by the customers. For
instance, from luxury to mass-market, at the early stage of the situation, many brands used
social media and the press to keep their customers informed about their intention of starting
research and development against the Coronavirus. For instance, H&M Foundation is
helping by donating USD 500,000 to the Covid-19 Solidarity Response Fund launched by the
United Nations Foundation.

Empathy is critical as well. People feel vulnerable right now. The nuances of brand voice are
more delicate than ever. Brands that use this time to be commercially exploitative will not
fare well. Companies are shifting their focus away from celebrations and pub gatherings and
instead leaning into a message of longevity and wellbeing.

2. Using media in more agile ways

In this period of uncertainty, companies might become disconnected with their customers. It is
essential for them, a fortiori, to stay engaged with their customers and be creative. Social
media is the best channel right now to increase engagement with the customers. To quickly
pivot creative messages as circumstances change, marketers are building more rapid-response
operating models internally and with agencies. Nike, for example, immediately moved to
adopt a new message: “Play inside, play for the world.” And in order to promote social
distancing and show a commitment to public safety, Chiquita Brands removed Miss Chiquita
from their logo. “I’m already home. Please do the same and protect yourself,” its Instagram
caption read.

3. Associating the brand with good

People will remember brands for their acts of good in a time of crisis, particularly if done with
true heart and generosity. This could take the form of donating to food banks, providing free
products for medical personnel, or continuing to pay employees while the company’s doors
are closed. Adobe, for example, immediately made Creative Cloud available to K-12
institutions, knowing this was a moment to give rather than be purely commercial. Consumers
will likely remember how Ford, GE, and 3M partnered to repurpose manufacturing capacity
and put people back to work to make respirators and ventilators to fight coronavirus. Another
example of communication is LVMH and Kering, the most prominent luxury conglomerates.
They are producing anti-bacterial gels as it is facing a shortage or BA&SH is giving 25% of
the profits to the hospital workers. 

Feel-good content that alleviates anxiety and promotes positive messaging will go a long way
to enhancing the brand. However, companies need to show that their contributions are
material and not solely for commercial benefit. Consumers recognize authenticity and true
purpose.