Brands and symbolic identities need to continue to ground themselves through changing times. Their ability to do so, without violating dominant here and now issues, are critical to sustaining or growing the life of a message. Two commercials of late have done a great job in doing this. Allstate acknowledging the recession (perhaps the most dominant here and now issue we're facing). Allstate reinforces their genesis story and the length of time they've been around and that they continue to provide "good hands" for their customers.
Hyundai's latest campaign is more impressive. They say that "we're all in it together." To back this up, they now tie future ownership of one of their vehicles to your employment status. One's fear of losing their job seems to be the greatest barrier preventing the purchase of large ticket items. Hyundai significantly reduces the risk. Additionally, they remind consumers that they have previously worked to reduced risk when they were the first to provide factory power train warranties for 100,000 miles/10 years.
With both companies, their genesis story and/or history align with ways to help consumers through the here and now, which, I think, should continue to build brand equity.
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