Redo

When in a lifetime do you have the chance to start over? To repaint the canvas of the person you are? To reestablish what you stand for? In times of uncertainty, we take a good hard look in the mirror and ask ourselves, do we like what we see – or is it time for something new? With the world the way it is today, it’s been hard to ignore the obvious – we could all use a little improvement.
Brands have joined us on the couch in their self-assessment. Now more than ever a brand can decide to buck up and stand for the things that really matter – the things we need to get us through these times. Rarely do brands get the opportunity to pause, reflect, do a little soul-searching along the way, and come back stronger for it.
Left and right, we see brands reinvigorating themselves, putting a new spin on who they are in light of these tough times. They now support us (Target), care about us (FedEx, Hyundai, JetBlue) – and ultimately want us to get through this together.
The question to be answered is who will come out of this better for it? Which brands will have shown us their vulnerability and integrity? And which brands will emerge solely as "me-too"s who hopped on the proverbial band wagon. We shall see as the dust settles…we shall also see if we, as consumers, are still holding on or if we've fallen off the wagon, too.

Blair Meisels