The decision to rebrand is never an easy one to make, especially during a pandemic, when the odds of success are against you. When Cabanas Beach Bar & Grill decided to rebrand their restaurant during the height of Covid, they once again came to MIP. One of the biggest hurdles was marketing a new restaurant concept to people who had spent months isolated at home. More than ever, when choosing where to eat, safety was paramount with the constantly changing state restrictions. We don’t want to belabor Bill Gates’ often-quoted “content is king,” but it kind of was. MIP strategized daily, to find new ways to deliver unique messaging utilizing the three most important tenets of a brand: product, people and storytelling.