Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.
The crucible of 2020 forced brands to reconsider how they define and express their identities. The pandemic, a racial reckoning and national politics all shaped the public’s attention and attentiveness, and the storytelling brands did reflected this new sensibility. The notion of “brand purpose” can’t be considered a mere lagniappe anymore. It’s not a gauzy statement tacked on to a commercial or a logo. Consumers demand to know what marketers actually stand for, and storytelling is how a brand’s values and voice are understood.