Brands

Brand purpose has been one of the most hotly debated marketing topics of the last ten years, celebrated as a business model for growth and debunked as cod strategy in equal measure.

We are seeing disruptions that are shaking up categories today like never before. These disruptions will have a fundamental impact on the way consumers relate to your brand.

Whether it’s the I'm Lovin' It jingle or the Golden Arches that make you think of McDonald's they are both examples of salience, and salience sells.

It should not be any wonder anymore for any marketer that advertising and creativity thrive on echoing real life trends to get people’s attention and engage. Thus it’s not a surprise to see so many of this year’s Cannes creativity winners embracing the concept of fake news in their own special way.

Moving beyond the claims of fast, good and cheap digital measurement to help build stronger brands.

This in-depth publication from the Ipsos Public Affairs team provides answer to some frequently asked questions about corporate reputation, CSR, and how we help clients to avoid crises.

Marketers need to understand their category’s dynamics to optimally position themselves and compete effectively. To do this, they must get the consumer’s perspective – because consumers, not industries, are defining today’s markets.

Reality Check - The pace of technological and social change is bewilderingly fast. In the world of brand and communications, we feel this particularly keenly, with the digital revolution transforming the way that brands seek to connect with people.

Welcome to the June edition of Ipsos Update – our monthly round-up of research and thinking from Ipsos’ teams around the world.