Special Edition
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With over a quarter of a century of E-Score tracking data, this 2-part series examines how successful brands have adapted and thrived during previous economic and political instability – and what they can do in today’s economy.
Part 1: Lessons from History
Discover how Elite brands successfully navigated during the 2008 Recession and COVID-19 pandemic. Using E-Score Brand data, we reveal the characteristics and key strategies that contributed to their brand resilience.
Part 2: Which Brands are Future-Proof? (Coming April 15th)
E-Score will identify which brands are positioned to flourish in today’s uncertain economy and navigate the digital and global divide.
Part 1: Lessons from History
The Great Recession
Below are 3 examples of brands that survived and thrived during the 2008 recession (Dec 2007-Jun 2009) by adapting to consumers shifting toward value, practical innovation, affordable entertainment, and trust during economic uncertainty. These brands were able to grow awareness and usage while maintaining or increasing their equity.
Hyundai’s Bold Move Turns Anxiety into Confidence in 2008
- Addressed consumer anxiety: The innovative Hyundai Assurance Program, which allowed customers to return their vehicles without penalty if they encountered financial hardship, boosting perceptions of Hyundai as a practical choice and enhanced consumers’ pride in being associated with the brand.
- Capitalized on competitor weakness: Hyundai boosted consumer loyalty and strengthened perceptions of being better than competitors during the recession – allowing the brand to stand out as a reliable and attractive option compared to American automakers, whose reputations were weakened by government bailouts.
Apple’s Recession-Proof Recipe: Brand Power, Quality, and Consumer Love
- Innovation and Premium Appeal: With increases in metrics like appeal, quality, and trendsetting, the iPhone and MacBook product lines proved to be desirable investments even during an economic downturn for consumers – helping Apple maintain its premium pricing strategy.
- Exceptional Retail and User Experience: Outstanding retail environments and positive user experiences strengthened consumer loyalty, such as new products or service trial interest, and helped further Apple’s competitive advantage.
Netflix is the Leading Choice for Affordable Entertainment in 2008
- Value and convenience: Netflix’s subscription-based model attracted budget-conscious consumers as an affordable alternative to cable and traditional movie rentals, increasing new service trial interest and gave Netflix a competitive advantage.
- Expansion into streaming: Streaming is the entertainment standard now, but it was an innovative move for Netflix during the 2008 recession – winning over consumers with the convenience of access to a wide array of content directly from home and setting up the brand as a leader and trend-setting entertainment powerhouse going forward.
Covid-19 Pandemic
Here are 3 examples of brands that were positioned to thrive during COVID-19 by rapidly adapting to new consumer behaviors focused on remote work, digital entertainment, health consciousness, and online services. How are they faring today?
DoorDash’s Pandemic Pivot: From Convenience to Essential Service
- Transition to essential service: DoorDash evolved from a convenience to necessity during pandemic dining restrictions – brand usage and practicality rose during and post-pandemic underscoring the brand’s alignment with consumer needs.
- Multifaceted approach: Blended contactless delivery with expanded grocery offerings while supporting local businesses – led to expanded recognition, enhanced appeal, and relevance through successful integration into daily consumer habits.
Peloton Goes from Lockdown Leader to Post-COVID Cooldown
- Essential home fitness solution: Peloton quickly transitioned from a premium fitness bike brand into an essential home workout platform, providing convenience as gyms closed. Increases in recognition and halo-effect (popular w/ people I know) highlight how Peloton stood out as a solution during the pandemic.
- Innovative and compelling social interactions: Interactive live classes, a powerful sense of community, social engagement, and gamified fitness all enhanced Peloton’s appeal during periods of social distancing – emphasizing their role in shaping fitness experiences and positioning the brand as cutting-edge.
- Brand momentum slows: As pandemic restrictions eased, Peloton faced significant challenges, including supply-chain issues, product recalls, and return to traditional gyms – all of which contributed to the erosion of Peloton’s momentum and particularly brand loyalty.
Perfect Timing and Family-Friendly Content Drive Disney+’s Pandemic Premiere
- Ideal launch and content strength: Disney+ launched just before the pandemic, quickly capitalizing on the demand for at-home entertainment through its iconic franchises like Marvel and Star Wars, and by adapting to theater closures with direct-to-platform releases. This helped the brand achieve growth in recognition and as a quick adapter to shifting viewing trends.
- Family-focused essential service: By positioning itself as an indispensable, family-friendly platform, Disney+ increased usage and trust for families adjusting to remote living and need reliable entertainment options at home.
Part 1 Source: E-Score Brand, data for 2008 Recession brands among P 35-54
Part 1 Source: E-Score Brand, data for COVID-19 pandemic brands among P 25-44
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What’s Ahead: Part 2 of this special edition newsletter in which E-Score identifies which brands are positioned to flourish in today’s uncertain economy.
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