How to Reinvent Your Brand in Times of Global Uncertainty

Marketers need to adjust their approaches during the pandemic

Illustrations of different machines with two people on top of one and one on top of another
Ensure your brand isn’t a moment in time but happens over time, no matter what change may come. Getty Images

We are and will continue to journey through sustained uncertainty. It will touch everything we love, from our families and friends to the brands we can’t do without. With events like SXSW getting canceled, the stock market seeing its worst day in over 10 years and brands from travel to tech reporting long-term impact on profits, it’s easy to be alarmed and perhaps even easier to retreat into the trenches hoping it all blows over. Unfortunately, we don’t even have a clear indication of when that might be.

Vincent Roffers leads Superunion’s brand strategy practice in North America.