消費者比過去更能影響他們與品牌之間的關係；他們的心聲事關重大，能對品牌的行為產生強大的影響。品牌必須學習更迅速地反應，並跟隨六個簡單而具決定性的準則。 More than ever, customers have a powerful influence on their relationship with brands. Their voice matters and they can have a strong impact on a brand’s behaviour. Brands must learn to be increasingly agile and follow six simple and decisive principles.
我們已經看到了，較高的品牌顯著性會伴隨著較多的正面品牌連結與較少的負面品牌連結，但我們還未檢視品牌連結特定的性質：這些正面與負面的連結是由什麼組合而成？品牌連結較傾向於情感性還是功能性？為了回答這些問題，我們將分享三個市場領導品牌：蘋果、百威淡啤，以及另一個口腔護理領導品牌的研究結果。 We have seen that greater brand salience is accompanied by a greater number of positive associations and fewer negative associations but have yet to examine the specific nature of these associations. What do these positive and negative associations consist of? Are brand associations emotional or more functional? To shed light on the answers to these questions, we share our findings for three market leaders: Apple, Bud Light and the market leader in an oral care category.
雖然我們總希望盡可能地充分思考、審慎做決定，但面對大量的資訊、總是不夠用的時間，加上有限的心智容量，將所有可得到的資訊納入考量並不是件實際、可行的事。取而代之，我們憑藉著片面的資訊做決定，這讓我們能迅速做出選擇，然後繼續下一個工作。 As much as we would like our decisions to be thoughtful and fully considered, the large amount of information, lack of time and our limited mental capacity make it difficult to do so. To consider all the available information would not be practical or possible. Instead, we base our decisions on singular pieces of information.
我們正在進入閱聽眾測量（Audience Measurement）的第五個時代。為適應瞬息萬變的媒體環境，測量方式正重新地被校準，全面理解受眾的需求也達到高峰。同時，在這個時代，比起技術上的障礙，經濟與政治更是阻礙進步的因素。 We are entering the Fifth Age of Audience Measurement. It is an age where methodologies are being re-calibrated in response to a fast-changing media environment and where the quest for total understanding of audiences is higher than it has ever been. It is also an era where politics and economics are far greater barriers to progress than technical concerns.