How Square is positioning brands for a post-COVID world

When the pandemic forced many businesses to innovate digitally or go out of business, Square was ready. The b-to-b company, which provides payment and software solutions for companies, helped its customers by offering curbside pickup and delivery, online checkout and QR codes.

“What we saw was really a lot of businesses that would have normally taken multiple years to complete this journey to becoming a more-tech forward operation making that leap in a matter of weeks during COVID,” said Lauren Weinberg, chief marketing and communications officer at Square, on the latest episode of the Marketer’s Brief podcast. “That’s a one-way door—they’re never going back.”

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In addition to talking about pandemic-related marketing and business solutions, Weinberg also discussed how the recent name change of Square parent Square Inc. to Block affects the Square brand. Block, which was founded as Square by Jack Dorsey more than a decade ago, also owns Cash App, Tidal and TBD.

“For Square as a brand, we no longer need to share our brand name with our corporate entity—it gives us a bit more freedom and license to expand the Square brand,” said Weinberg.