WHITE PAPER: How Brands Should Respond During the Covid-19 Crisis

By Thought Leaders Archives
Cover image for  article: WHITE PAPER: How Brands Should Respond During the Covid-19 Crisis

Download this white paper from Mower Insights and Newhouse School associate professor Beth Egan below. While the country focuses on how to stop the spread of COVID-19 and stem the economic downfall caused by its disruption, marketers must also focus on how to react in the short term to minimize the long-term impact of this new normal.

As dire and difficult as things are now, there will be an end, and it is incumbent upon companies to ensure their own well-being and be ready to serve their customers both now and when the pandemic subsides. While this is truly a unique moment in time, there is some precedent that can inform how we act moving forward. Building off learnings from previous crises and examining what we have already learned from the COVID-19 threat, this paper provides guidance on how marketers should address three critical areas of concern: 1. Investing for the future; 2. Finding your voice; and 3. Spending to the shifting media habits.

This white paper was developed as a joint endeavor between Beth Egan, an associate professor in advertising media planning strategy at Syracuse University’s S.I. Newhouse School of Public Communications and the Mower Insight Group.

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