Want to survive a pandemic pivot? How one company pulled off a dramatic reinvention.
Just before the holidays in 2021, the marketing team at Mural was met with the most brow-furrowing of work problems: Company leaders presented them with an abstract-sounding challenge and gave them a hard deadline to figure it out. Mural was going to complete its first acquisition in its 10-year history and establish a new market category. But how does one launch a new category? And what is this new category? How does one communicate that positive transformation to customers?