Communication in the connected age
In this paper Ipsos ASI gives our point of view on why we believe simplicity is essential to brand success in the connected age, and why brands that have simplicity of purpose and communications will be the ones that succeed.
By 2015 the amount of media asked for and delivered to consumers on mobile devices and to their homes will take more than 15 hours a day to see or hear. Technology has led to an abundance of choice and near constant exposure to communications and information.
What does this mean for brands? How should brands communicate with and engage consumers when competition for attention is intense and media is always on? And what does this mean for research and evaluation?
In this paper Ipsos ASI gives its point of view on why we believe simplicity is essential to brand success in the connected age, and why brands that have simplicity of purpose and communications will be the ones that succeed. Key themes include:
- It’s not as easy as ‘just be emotional’
- Don’t neglect activation
- Why reach and fame are both important
- Why half your ad spend is wasted
With case studies featuring the Always #likeagirl campaign and its use of a central big idea and Apple’s consistent use of brand iconography, we demonstrate how to builds brands that succeed in the connected age.
Read our other brand & communications thought leadership papers.
