Brands

A fortnightly podcast looking all things brand strategy.

Getting an accurate and complete answer to the question of who you compete with is critical.

Real understanding to climb the Creative Effectiveness Ladder

A discussion on Ipsos’ view on the importance of brand tracking research, knowledge of consumer decision-making and fundamentals for brand growth.

Using metaphor elicitation to gain a truer consumer-centric measure of influence.

Achieving brand growth in a mindful and mindless world.

Reassessing the eight motivators of purchase in the context of COVID-19.

A monthly round-up of Ipsos research and analysis from around the world.

It may be natural to think premium brands do badly during a downturn, but premium brands viewed as affordable indulgences can do better in a recession.