To stand out in the current environment, brands need to be seen to be empathetic, authentic and remain true to their purpose. These were the main themes emanating from a recent FM Redzone digitised event moderated by co-founder and chief creative officer at TILT, Ayre Kellman.

For fashion retailer Superbalist, communication during the lockdown period has focused on urging customers to stay at home, stay healthy and consider others. Essentially the brand’s message has morphed from showing off to showing up, explained Kelly Fung, head of editorial at Superbalist...

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