BITES // 12.03.20 // BRAND REFRESH
Every month we collect six of the best pieces of content published on the web and share them with you because we believe that the most extraordinary thinking is inspired by looking to unexpected places. BITES is a reading list for those who want to bring a little of the outside, in.
1. CHESS MAKES A STYLISH COMEBACK
What’s selling out as fast as toilet paper these days? Chess sets. And we have Netflix’s The Queen’s Gambit to thank for that. Chess sales are up by 1,048% for one board game company, and even Chess.com app downloads have ascended to the #3 spot for U.S. strategy games since the series launched. The drama’s main heroine, Beth Harmon, dazzles and captivates with every move she makes, creating a sense of intrigue and thrill around what is typically perceived as a dull and cerebral game, especially to outsiders who don’t understand its rules. While interest in chess had already been on the rise due to more people playing games in quarantine, the dramatic surge following the show’s release demonstrates the ability for a streaming powerhouse like Netflix to help put a fresh, electrifying spotlight on an old sport. The question remains: can this renewed health of the sport be sustained, or will this be a fleeting moment?
2. THE WELLNESS BRAND FOR HUMANITY
How does Pharrell Williams manage to age so flawlessly? Aside from amazing genes, that question is finally getting answered as he brings his skincare secrets and routines to the masses through his new line, Humanrace. But there’s more to Humanrace than just another celebrity-founded cleanser, exfoliant, and moisturizer; it’s a mission-first brand rooted in the firm belief that all humans are entitled to health and wellness. To deliver on its mission of accessibility and inclusivity, the brand has removed all forms of gender labelling in order to speak to all humans, or as it calls its passionate community, “Wellbeings.” Empathy is the driving force behind every brand touchpoint, even down to the braille on the packaging, and in turn reframing what it means to be a modern wellness brand today.
3. THE BRAND OF CHRISTMAS, AMPLIFIED
Every holiday this year has been shaken up and undercut in some form. Halloween was essentially cancelled. Thanksgiving was downsized to our immediate households. With so many holiday traditions sacrificed, there’s an immense amount of pent up holiday spirit. Well, consumers have found their outlet by going all out with lavish Christmas and Hanukkah decorations, with an abundance of lights, trees, and festive decor going up earlier than usual this year. In a time where people are looking to share traditions and cheer from a safe distance, consumers are leaning into the cornerstone of the Christmas brand by literally taking “deck the halls” to the next level. As people lean even more so into joy and nostalgia, it speaks to the orienting and comforting power of holiday branding in a year that has been far from normal.
4. UNLIKELY BRANDS OF 2020
A merch line with slogans like “Make America Rake Again” and “Lawn and Order.” A Zoom background. A hilarious social media presence led by a “brand invigorator.” These are just some of the ways Four Seasons Total Landscaping has organically leaned into its viral fame, capitalizing on the unintended spotlight to further boost and reinvigorate its brand. And fans are eating it up too: from a Reddit user making his own Lego version of the infamous press conference, to a petition to make Four Seasons join the National Register of Historic Places, to a Four Seasons “saison” beer. In a year where Ocean Spray and a fly have risen to national prominence, Four Seasons rounds out 2020’s cast of unexpected brand stars who seized the cultural moment and leaned in all the way.
5. BRAND OF THE VILLAIN
When it comes to the Hollywood villain playbook, disability and body irregularities are unfortunately used as visual shorthand to convey evil and evoke disgust. The recent adaptation of Roald Dahl’s The Witches was just another movie to fall into this damaging trope by portraying witches with claw-like, three-fingered hands, bald heads, and facial scars. Advocates of limb and body differences collectively snapped back with the #NotAWitch social media campaign to let the world know they are proud of their bodies, not repulsed. It’s yet another important reminder to filmmakers, writers, and boardrooms to rethink the “brand of a villain”: it’s not how they look that makes a villain, it’s how they act. Time will tell if Hollywood makes a stronger effort to grow equity in a better villain narrative.
6. TRACKING AMERICA’S BRAND HEALTH
Following the election, Fast Company asked Black, Hispanic, and global ad executives to weigh in on the brand of America: where does it stand currently, and how does it move forward from here? While America has no issue with brand awareness, it needs to focus on its reputation (both domestically and abroad) and better reflect the diversity of its audience. A recurring theme was a sense of disconnect in the American brand- that there’s “too much story, too much myth, not enough function, not enough utility.” Essentially, it’s living too much in its past instead of growing equity in the demands and cultural shifts of the day. Despite what feels like a daunting amount of work to improve its standing, belief in the brand’s promise remains strong, indicating optimistic signs of progress and evolution. As they say, America is the “Great Experiment,” a constant work in progress. So let’s test and learn to make it better.
TAKEAWAY:
2020 has taught us that there’s power in refreshing. Refreshing our thinking, refreshing our ways of operating, refreshing our perspectives. To gain new strength and energy, we must refresh. Whether that’s looking inward to recognize and amend our flaws, or leaning in when opportunity awaits, even in the most unlikely of places and moments. As we turn over a new leaf heading into 2021, let’s start it strong with a sense of renewed vigor and openness to change. Let’s make the brand of 2021 better than the last.
