In the second quarter of 2020, we were approached by a global pharmaceutical business to shape the brand positioning for four products within its portfolio.

Digital consumption has never been more prevalent than it is now. Over the past 12 months, we saw remarkable levels of global growth with social media delivering some of the most impressive numbers. Users increased by more than 13% and almost half a billion users joined social media, taking the global total to 4.2 billion in early 2021.

Businesses all over the world are asking themselves how, and if, they can pivot and start offering something of value during the coronavirus pandemic. Now, more than ever - brands need to think on their feet. Pivoting is key during these times to not only stay in business but also to realise the current business setup can provide alternative value during this crisis.