FuturecastFresh
thinking from
the front lines.

One question at a time:
Whole brand thinking
applied to COVID-19


With every hour that passes, you are making tough decisions about your business due to the COVID-19 outbreak. Supply chains are slowing, businesses are closing and consumers are living drastically different lives than just a few days ago. 

We believe that now is a vital time for brands to be as useful as possible to the communities they serve. In order to understand how brand leaders can achieve this during such uncertain times, we’re reaching out (virtually, of course) to thought leaders, futurists and brand executives for ideas and answers. 

The result? The Useful Brand Series, an ongoing collection of interviews that will inspire fresh thinking and hopefully a bit of optimism as we prepare and adapt to what’s ahead. Each video answers a single question to consider in order to be creative, get practical and help people through this difficult time.

Today’s question: How did RXBAR refocus during the crisis?

Answered by: Bob Gorman, CMO, RXBAR

Have a question for us? Send it through our contact form. Let’s figure it out together.  

PREVIOUS EPISODES:

Bill Theofilou, Global Growth and Corporate Strategy Lead, Accenture

Missy Acosta, VP, Brand Strategy, Delta Dental Tennessee

Arne Arens, Global Brand President, The North Face

Carl Bachmann, President, Smashburger

Peter Mallouk, CEO, Creative Planning

Dean Aragon, Shell Brands International AG and Global VP - Brand

Will Campbell, CEO & Founder, Quantasy & Associates

Lisa Caputo, EVP, Chief Marketing & Communications Officer, Travelers

Max McBreyer, Jr., CEO, RaceTrac

Kieran Matthews, Founder, Amplify

Don Welsh, President & CEO, Destinations International

Tony Ambroza, Chief Brand Officer, Carhartt

Jim Elms, Chief Engagement Officer, Barkley

Breck Docksader, President & CEO, Cliffrose Lodge, Utah

Matt Bruhn, President & General Manager, Pabst Brewing Company

Alicia Tillman, CMO, SAP

Doug Zarkin, VP & CMO of Pearle Vision

David Hessikiel, Founder & President, Engage for Good

Jennifer Lapka, Founder & President, Rightfully Sewn

Mike Cessario, Co-Founder & CEO, Liquid Death

Amit Shah, CMO, 1-800-Flowers.com

Jennifer Lapka, Founder, Rightfully Sewn

Sam Meers, EVP, Healthcare Practice Lead, Barkley

Kim McBee, CMO, Papa Murphy's Take & Bake Pizza

Vinh Giang, International Keynote Speaker

Fred Goff, CEO, Jobcase

Vern Greco, President & CEO, Pacific Group Resorts

Michael Port, CEO, Heroic Public Speaking

Jeff Sweat, Founder of Sweat+Co

Christa Dubill, Chief Communications Officer, Blue KC

Sam Meers, EVP, Healthcare Practice Lead, Barkley

Julian Cole, Strategy Consultant, Way Out West

Dr. Andrea Auxier, Chief Commercial Officer, New Directions Behavioral Health

Jessica Best, VP, Data-Driven Marketing, Barkley

Susan Fisher, VP of Innovation & Growth, Delta Faucet Company

Mark Bowden, Author on Body Language & Human Behavior

Lisa Colantuono, President, AAR Partners

Pedro Earp, CMO, Anheuser-Busch InBev

Mike Edwards, CEO, Hanna Andersson

Fabian Garcia, President, Unilever North America

Stephanie Gallo, CMO, E&J Gallo Winery

Lindsey DeWitte, President, Crossroads Public Relations

Don Fox, CEO, Firehouse Subs

Jeremy Gutsche, CEO, Trend Hunter and Author

Joey Bergstein, CEO, Seventh Generation

Dipanjan Chatterjee, VP and Principal Analyst, Forrester

Chris Cardetti, SVP, Executive Strategy Director, Barkley

Katy Hornaday, Barkley's Chief Creative Officer

Mark Bowden, Author on Body Language & Human Behavior

Bob Liodice, CEO, Association of National Advertiser's (ANA)

Jimmy Keown, VP, Growth Strategy Director, Barkley

Tim Galles, Author & Barkley's Chief Idea Officer

ADDITIONAL RESOURCES:

COVID-19 POV #1

COVID-19 POV #2

Influencers during COVID-19

Goodwill during COVID-19

Media Relations during COVID-19

Remote Working Best Practices

Brands Matter: Three ways useful brands connect with consumers during crisis

Gen Z life during COVID-19

Winning Strategies for CPG Brands in Recovery


Barkley US

Mar 23, 2020

filed under:
COVID-19, The Useful Brand

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COVID-19, Gen Z, Millennial, Modern Consumer
Consumer Products, COVID-19, Education, Finance, Healthcare, Media, Millennial, More, Purpose, Restaurant, Retail, Scratch, Sustainability, The Useful Brand, Travel
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