Trends Report

Brand Spotlight, 2020: Six Brands Shine In The Most Challenging Of Years

December 8th, 2020
Dipanjan Chatterjee, VP, Principal Analyst
Dipanjan Chatterjee VP, Principal Analyst
With contributors:
Keith Johnston , Nick Monroe , Lexie Lawhon , Rachel Birrell

Summary

In a tumultuous 2020, ravaged by a pandemic and witness to a surging demand for equality, six "brands" occupied the spotlight. Four were traditional commercial brands: TikTok, Walmart, White Claw, and Lululemon. Two nontraditional "brands" also made their mark: Women leaders expertly guided nations through troubled waters, while Black Lives Matter reshaped the national conversation. Read this report to learn how these six leading brands thrived in adversity in 2020.

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