For each of us, a few brands have real meaning. We call them Go-to Brands.

Go-to Brands drive more growth and resilience by creating meaning in people’s lives.

The actions of Go-to Brands offer lessons for how to effectively foster personal connection with customers and help them make progress when they need it most. These are the two dimensions that set them apart from others — creating connection and delivering progress. By focusing there, brands earn the permission to innovate beyond category boundaries and also build the goodwill needed to withstand ever-changing markets.

So, what does it take to be a Go-to Brand today? Explore our feature on the resilience of Go-to Brands in this radically changed world.