In those first unsettling weeks of the pandemic lockdown, feel-good commercials from brands like Ford, Johnson & Johnson, and Charmin may have brought tears to your eyes. All the hashtags, “in it together-ness,” and sensitivity had us feeling some kind of way.  

Now—although the crisis is far from over—we’re sort of jaded, and we realize Ford is still trying to sell us cars, albeit a bit more gently than usual. Ad-industry friends joke about the overuse of words like “unprecedented situation” and “challenging times.” But deep down, we’re still taking comfort in hearing from the brands that define American life. 

NOTE: Like many of you, we’re staying home and preparing for a gradual return to the office environment. We’re offering our regularly scheduled blogging (plus a few special entries) to help you refine and re-evaluate your marketing efforts for whatever comes next.  

Doesn’t it feel like a lifetime ago when things were somewhat normal? In the two months that have passed since the pandemic forced us to lock down, businesses around the world have fallen on difficult times and had to make even more difficult decisions. 

Remember the days of the catalog?

We mention the age of the catalog because it was (and, in some cases, still is) a core aspect of legacy brands’ marketing efforts. When products were released or on sale, you’d learn of them through the catalog and, in subsequent years, the website.