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Matt Caldwell is USA VP client engagement for Equator Design. His role is to support and empower the company’s interdisciplinary team to deliver for its retail and CPG clients.
Brands have to evolve their offering to align with current needs, which currently means community mindedness as well as being responsive to uncertainty.
Months from the start of the COVID-19 pandemic, there appears to be widespread transition on the part of brands: leading away from a “hunker down” mentality centered on protecting availability, and instead moving toward a prolific period of new product development and fresh marketing strategies.