Marketing in the COVID-19 recession

This article is part of a series of articles from the WARC Guide to Marketing in the COVID-19 recession. Read more.

Why it matters

Change offers an opportunity to rethink the category. Now is the time for new ideas and new thinking. Develop a vision for how the category could be better and a plan to be the brand to deliver on it.


  • Make constraint the force that focuses thinking and gives a launching point for success.
  • Set propelling questions. They combine your boldest ambition and your most significant constraint together, to create an exam question that has no immediate and obvious answer, and forces you to think differently.
  • Find adjacent abundance - for example, during the Covid-19 crisis, the 3D printing community produced face masks for frontline health workers.
  • Consider interesting partnerships with parties that have a mutual interest in solving a particular problem with each bringing their own expertise or capital to the collaboration.