It’s a time of Die-versification

April 9th 2020

For many companies, these challenging times bring along life-altering decisions for their business. How do they cope?

The Edge explained: die-versification

“Pivot or die” is less of a business strategy and more of an ultimatum. Brands are eking out a new lease on life by diversifying their offerings into entirely new industry sectors. We coin it “Commercial Darwinism.”  

Why it is relevant: The COVID-19 Effect

Extreme shortages and a global pause on purchasing has brands going beyond their forte to be a force for good. From LVMH haute hand sanitizer to 3D-printed respirators and fashion-forward face masks, businesses both big and small are pivoting to fill gaps amid a global pandemic.

What If …

Brands played to their strength. How can a by-product of your business fill the void of something in high demand?


An Edge is a cultural shift or cultural value where brands can identify insights and opportunities to play into. Edges provide direction on emerging and evolving cultural, consumer and category behaviour.

A Trigger is an accurate observation of a fact that occurs in the world around us, but that may be indicative of a possible macro shift in society in the short term or medium-to-long term.


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Laura De Deurwaerder Integrated Brand Strategist April 8th 2020, TBWA\Backlash

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