Branding

There's a Brand Identity Crisis Looming in 2022 – Adweek

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January 2, 2022

If 2020 was a time when it became untenable for any marketer to avoid the deeply polarizing issues that upended life around the globe, from racial justice to sustainability to politics, 2021 forced a grand level of clarification about what a brand ultimately means.

Marketers felt the force of consumers’ explicit demands to take declarative stands on the issues they care about. Consumers’ identities were more tightly entwined with deep-seated political views.

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If 2020 was a time when it became untenable for any marketer to avoid the deeply polarizing issues that upended life around the globe, from racial justice to sustainability to politics, 2021 forced a grand level of clarification about what a brand ultimately means.
Marketers felt the force of consumers’ explicit demands to take declarative stands on the issues they care about. Consumers’ identities were more tightly entwined with deep-seated political views.
To Read the Full Story Become an Adweek+ Subscriber
View Subscription Options
Already a member? Sign in
This story first appeared in the Jan. 3, 2022, issue of Adweek magazine. Click here to subscribe.
David is Adweek’s performance marketing and brand marketing editor.
Adweek is the leading source of news and insight serving the brand marketing ecosystem.

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future-dyanmics

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