January is the perfect time to reflect, refocus, and set our intentions for the months ahead. At BTI, we believe that growth—both personal and professional—starts with clarity of purpose.
The Brand Pivot
We are living through a crisis some have called a defining point in human history. As uncertainty reigns through all facets of life as we know it – we must also acknowledge that the world does not stop turning. This reminds me of a quote I first heard in university from John F. Kennedy –
“The Chinese use two brush strokes to write the word crisis. One brush stroke stands for danger; the other for opportunity. In a crisis, be aware of the danger – but recognize the opportunity.”
While these times are frightening, debilitating even, it is our human nature to persevere. Throughout the 9 weeks of this quarantine, there have been some incredible examples of individuals and businesses that have re-thought and reinvented themselves to meet the needs of consumers and society, rather than shutting down and calling it a day. Our ability to PIVOT according to our circumstances has been an opportunity, born from a crisis, for those willing to just keep going.
We have compiled some examples of companies that have kept their relevance by inserting themselves into the cultural narrative, and by doing so, have supported communities with what they need during these unprecedented times.
Mill St. Brewery making hand sanitizer for local restaurants
Facebook PSA: Born in a quarantine
High-end clothing designer, Harry Rosen, making face masks
Kraft Heinz Canada, donates all ad space to support local businesses
What is your experience with brands pivoting to meet consumers’ needs throughout quarantine? Share your thought with us, we want to hear from you
LATEST POSTS
Success Powered by Our “Can-Do” Spirit
As we reflect on what defines BTI, one value remains central to our identity—our "Can-Do" spirit. It's more than just a mindset; it's a way of working, creating, and achieving. Read on to explore what this value represents and why it might become a core part of who we are.
BTI’s 2024 Year in Review
As we near the end of another year, we like to take time to reflect on the milestones, achievements, and lessons that have shaped our 12 month long journey this year. At BTI, each year is more than just a collection of days; it’s a testament to our purpose-driven values,...