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Why brands can become emotional lifelines in times of crisis

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The rain hasn't stopped for hours. Wind rattles the shelter's windows as the storm outside swells, flooding the streets they used to call home. In a crowded gym, a family of four sit huddled together on makeshift beds pushed side by side each other. The parents wrap donated blankets around their shoulders; the teenagers lean against each other. Someone suggests a movie: something light, something old. They settle on a childhood favorite, a worn-out Pixar film, its colors flickering softly on the phone screen. Familiar voices, the opening music, the brand logo before the title… For a few minutes, it feels like the flood damage caused to their home no longer matters because they are together.



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