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The Brandemic Study

COVID-19 Confirms the Power of Experience

Good experience marketing has never been about events. It’s always been about people. We, as people, are currently having the most disruptive shared experience in generations in the form of the COVID-19 pandemic. And for better or worse, brands are absolutely part of the story.

From essentials to entertainment, we wanted to understand the shifting roles brands are playing in our current existence. So, we asked people: “What brands have become more prominent or meaningful during your COVID-19 experience?”

Their answers didn’t mirror the brands with the biggest advertising spend. Their answers tracked with experience. The brands that are connected to their needs as humans, to their lives in this moment.

GMR's new research, the Brandemic Study, unpacks the role brands are playing in this collective experience—and the memories being formed along the way.

Check out the study »


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