A COLOURFUL FUTURE? Crayola executives would need to tackle the challenges that accompanied the "new normal" after the pandemic. Would the methods that they had used to preserve Crayola's culture during the company's first 100 years be sufficient as the company embarked on new ways of communicating with consumers? With the 2020 back-to-school season quickly approaching, Crayola needed to have a plan in place. But what would be the best strategy? What tactics should be employed to ensure a positive momentum? How could Crayola continue to be relevant to both consumers and retailers