Brands In The Context Of Coronavirus: Adapt, Repurpose & Change

Irrelevant or even abandoned, that is where lot of businesses are right now. We can name plenty of industries whose core services or products became insignificant overnight in the context of COVID-19. How could the business adapt, repurpose, change and create added value during these unprecedented times? The fact is, now business have to switch for the good of society rather than focusing on commercial interest.

More than ever, businesses need competent leadership, decision making, ultimate partnership and sharing of expertise in order to get through this global pandemic together.

It’s been almost 1 year since I’ve moved from Vilnius to London and could not have imagined that such a challenge is awaiting for this city and the rest of the world. Here are some UK-based business examples that demonstrate change, repurpose or adapt mentality when in battle with coronavirus crisis:

1. London-based Premier League club Chelsea owner Roman Abramovich offered National Health Service (NHS) staff free accommodation at Chelsea’s Millennium Hotel at Samford Bridge for a minimum of two months. 
2. BrewDog, a Scottish brewery and pub chain, made its own Punk Sanitiser and said it would be giving it away to those that need it most. 
3. The largest independent hotel chain in the UK, Best Western, offers to turn their bedrooms into temporary hospital beds in its numerous sites across the UK to treat lower-risk patients and NHS staff.
4. Multinational British investment bank HSBC would offer fast-track loan applications, cheaper interest rates and extended repayment terms for companies working on projects that will produce medical ventilators. 
5. Natural cosmetics company Lush invites people into its shops to wash their hands in order to help prevent the spread of virus. 

It is not the right time to think about profits & returns, otherwise there is a risk of being viewed as inappropriate and opportunistic.

Instead, if a business wants to earn greater customer trust, grow its fan base or demonstrate empathy and solidarity, the time is now. 

Stay safe.

Viktorija Lukoseviciute