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Shortcut A special series on marketing in the COVID-19 crisis

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When faced with a recession, most firms cut back on advertising alongside cutting other costs, yet there is a body of evidence that suggests a positive impact for companies that keep advertising during a recession.

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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.

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Research by Shareablee, the social-media intelligence provider, has shown that brands can inject humor into their marketing efforts, but must do so with a suitable degree of caution due to the sensitive climate relating to COVID-19.

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Darden Restaurants, the owner of chains like Olive Garden and LongHorn Steakhouse, is seeking to adapt to the significant challenge to its business that are posed by COVID-19.

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Spirit Airlines, the air carrier, believes that its low-cost business model could be a benefit at a time of crisis, such as the spread of COVID-19.

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Burger King, the fast-food chain, is adapting its marketing to meet the emerging needs of consumers in the face of COVID-19.

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OrganiGram, a provider of recreational and medical cannabis in Canada, is seeking to navigate through the complications that COVID-19 presents to a nascent industry.

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Levi Strauss & Co., the apparel manufacturer, is aiming to use the period of disruption engendered by COVID-19 to enhance its business for the long term.

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Williams-Sonoma, a retail group active in the furniture, homewares and appliances categories, is aiming to evolve as COVID-19 transforms the demand pattern in these industries.

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Conagra Brands, the packaged food manufacturer, has witnessed a surge in sales as consumers stock up on food to prepare for lockdowns implemented in the face of COVID-19.

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Herman Miller, the furniture company, is seeking to adapt to new demands as the COVID-19 pandemic transforms its business-to-consumer and business-to-business opportunities.

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With people confined to their homes and seeking both a constant source of news and a welcome distraction, VAB sought to quantify the affect that COVID-19's “new normal” has had on TV viewership.

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Explores new research into the changes in consumer motivations during the Covid-19 crisis, as opposed to before.

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Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.

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COVID-19 has the potential to disrupt consumer purchase behaviour, and to drive the uptake of new brands across all categories over the long-term.

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American Express, the credit-card provider, is focusing on “protecting” its customers and brand during the COVID-19 crisis.

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Coca-Cola, the soft drinks manufacturer, has mapped out a three-phase strategy as it responds to the COVID-19 crisis.

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Wunderman Thompson’s David Atkins argues that financial services brands could be a large part of the solution amidst the COVID-19 upheaval, but the challenge of trust must first be met.

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Nike, the sporting-goods manufacturer, has developed a clear playbook that is shaping its response to COVID-19 around the world.

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PepsiCo, the food and beverage giant, saw the true impact of building out a holistic insights platform as COVID-19 upended nearly every category in which it operates.

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COVID-19 is not only a huge disruption across the world, but it is also disrupting our brains, and behavioural science can help make sense of this disruption.

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As the initial COVID-19 crisis wears on, grocery retailers need to think longer term to service customer’s new needs and behaviours.

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Kantar, the research firm, conducted in-depth analysis of how consumer habits are evolving due to COVID-19, and suggested some of these behaviors will remain in place.

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Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.

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The COVID-19 pandemic has spurred new approaches to creative innovation which are likely to endure.