The two magic words tying together this year’s list of most innovative companies in branding are community and content. Each explored, in their own unique ways across platforms and audiences, work that added value to the experience—whether that was on Twitch, HBO, or at an NBA game—instead of becoming just more noise. Chipotle met its customers where they live: on Roblox and Discord. Wendy’s dropped into a slew of popular video games to connect. The Jif peanut butter brand from the J.M. Smucker Company took to TikTok.
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