2020 Brand of the Year - Dolly Parton

Every year, on the last day of the year, I make my pick for the year’s Brand of the Year. Generally, I pick the brand that has been the most prolific or had the most impact or been the most present. It’s generally not a hard pick each year.

For 2020, the Brand of the Year should be each and every brand that gave back to their community and each and every brand that supported its consumers. Brands that took a stand this year should be given the Brand of the Year award. And that’s a lot of brands which is something that makes me very proud to be in the industry.

With those accolades intact, I still thought it would be interesting to pick a brand that really stood out this year. A brand that made 2020 just a little bit better when we needed it.

The Brand? The Brand of the Year? Dolly Parton.

Dolly Parton! As in “9 to 5” Dolly Parton. As in “Islands in the Stream” Dolly Parton. Yes, “Joleen” Dolly Parton.

Dolly was everywhere this year. A new Christmas album, a television special, a Netflix movie, a book, a documentary, and even a collaboration with Williams-Sonoma.

She took a stand on issues without delving into politics. She calmed us with her soothing voice. She even made Stephen Colbert cry!

I mean, c’mon, Dolly even donated money for research to develop the coronavirus vaccine!

I’m sure it goes without saying that Dolly isn’t new to the game here. She’s been around for decades. And this year her star was brighter than ever.

Thank you, Dolly, for making 2020 just a little bearable.

What’s your experience? JIM