It is impossible to avoid both the word and effects of the Coronavirus. Covid-19 has changed the world and has drastically laid bare our failings. Everyone has had to change their way of life to keep the disease at bay. Many are seeing inefficiencies in the way they are doing business. Others are finding fundamental issues hitting at the core of their brand. The word pivot has been a buzz word of late, highlighting the immediate need to change the way we work. But for those who are finding that their core values and systems have been challenged, what is next? Is pivoting enough or is a grander overhaul, a rebranding, necessary?