Creating and developing brands in uncertain times. Insights from brand founders | B&B Studio

Founder insights for developing brands in uncertain times. Chapter 3: Roll with the punches.


There’s never been a better time to be brave.
Founder insights for developing brands in uncertain times.

The last few months have forced businesses to re-focus, often as a matter of survival. For many brands it has undoubtedly been a difficult time, but it has also helped bring perspective and clarity to what people truly want and need.

As we move into a new phase of uncertainty post initial lockdown, it’s important to keep focused on progress, and we find ourselves returning to the pearls of wisdom unearthed during our recent B&B X Founders project. Many of the brands included were born during the 2009 recession, and their subsequent success is testament to the power of an entrepreneurial mindset during troubling times.

Chapter One of our founder insights covered the 'Fuck It' mindset - when the world isn't playing ball anyway, it's much easier to think differently. Chapter Two was 'Do the right thing', don't cut back on the kindness that keeps us all afloat. Next up...


For brands in lockdown, adaptability has been the 3-ply face mask keeping Covid-related collapse at bay. People’s lifestyles changed overnight, and successful brands were those able to change with them. And adaptability needs positivity: roll with the punches and suck it up with a smile.

Exude positive energy, suggests Pippa Murray, founder of Pip & Nut, a brand whose sales increased during lockdown thanks to a loyal consumer base who can’t get enough of the brand’s optimistic outlook. Embrace uncertainty, says Fix8 founder Freya Twigden, who has brilliantly embraced lockdown with the launch of homebrew kombucha kits and online brewing masterclasses. But our last word has to go to Kabuto founder, Crispin Busk: Enjoy life. Surf whenever the surf is good, because if Covid has taught us anything, it’s the need to refocus, and shift our attention to the people and things we love the most.

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