2020 was not the year anyone anticipated. From the crisis of the pandemic to protests for racial justice to continued political unrest to economic volatility, countless brands struggled to connect with their stakeholders in a meaningful, relevant way.
And while we had hoped that fall would bring a welcome respite from the COVID-19 chaos, it is now clear that the recovery is far from over. For brands to succeed within this disrupted environment, they must find new ways to engage and share values in a manner that is aligned with those they are targeting.
You don’t have to look far to find brands doing it well — and brands doing it poorly. Early in the crisis, IKEA set a standard for brand positioning with its "I stay home" commercial. It was the right tone at the right time, reminding its customers of the importance of being at home, but in a warm and low-key way. After watching it, viewers likely just felt better about staying at home.
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