Brandemic marketing: Going viral in the age of COVID

Last year, marketers coined the term “brandemic marketing,” an instructive shorthand urging industry peers to adapt their advertising strategies to fit the new normal—a world of social distancing, lockdowns, and working (and schooling) from home. In response, a few brands slashed their budgets and went quiet. Others exploited the growth opportunity. In a series of reports, Fortune brings you the stories of companies that emerged from the pandemic stronger (or at least wiser), and the new messages they intend to deliver to the world.