The COVID-19 pandemic has changed the landscape for many companies. It’s seen some brands have a sudden increase in demand (booming brands), others a decline (declining but surviving brands), and some brands have unfortunately had to temporarily close their businesses (hibernating brands).

And for many consumers of these brands, who have been living for many weeks in home isolation, it’s meant a sudden change in their needs and behaviours, as well as their expectation from brands.

As marketers plan for a recovery from Covid-19, hibernating brands need to carefully map out the steps required to re-launch their business. As part of that, they will need to reset their marketing objectives and KPI’s, and determine which marketing levers to initially unlock, with a likely smaller budget than they had prior to Covid-19 breaking. And many will also be forced to shift the tone of their brand marketing.

Monash University Alumni have asked how brands and marketers can adapt, innovate and respond to COVID-19. The University invited alumnus Andrew Baxter to answer those questions. See what he had to say about innovation, post-pandemic planning and marketing fundamentals.

As we enter an interim period of beginning to live with a COVID-19 impacted world, where times are still uncertain and unclear, there are two main questions that marketers should be considering. How is consumer behaviour changing? And how should they be changing their marketing efforts accordingly in this interim period?

As Australians started to live with the implications of Covid-19, Monash University spoke to some of their Alumni about some of the most asked Covid-19 questions.

Andrew Baxter is interviewed by the University of Sydney’s Dr Sandra Peter and Kai Riemer on the Sydney Business Insights “The Future. This Week” podcast, discussing the impact of Covid-19 on marketing.