Ipsos’ way of understanding how brands grow highlights the importance of context in consumer decision-making. The sudden escalation of measures to tackle the spread of COVID-19 has ushered in unexpected circumstances, in turn influencing brand purchases.
While consumers face challenging times and are in a state of uncertainty, brands are also bracing themselves for a different landscape where the dynamics at play could fundamentally challenge the brand-building playbook.
In this paper, we revisit some conventional wisdom and present early perspectives to help brands to orientate themselves today and in the post-crisis world.
In particular, we look at:
- Rational vs. emotional: Should brands build further functional superiority and appeal?
- Always be visible: How ‘present’ should brands be – should they increase saliency?
- Evolving marketing mix: Should brands use changing market effects to maximise sales?
- Global vs. local: Should brands still go GLOCAL?
This analysis is rooted in knowledge from Ipsos’ tried and tested methods of Brand Value Creator and Brand Mental Networks.
We believe that tracking perceptions, market dynamics and consumer preferences will be key to building resilience during and after the pandemic.
[WEBINAR] American Family Media Experiences 2020
February 19 - This month we're previewing some of the insights our newest survey revealed: American families are exposed to more and more media choices to build their family lives around. View our on demand webinar featuring new data and evolving trends in the American family’s media experience.
[WEBINAR] Introducing BI-style reporting for Social Media Intelligence
October 8 and 10 - Taking the best-of Business Intelligence (BI) tools, and the best-of Social Media Intelligence, you now have a faster path-to-insights with the new Synthesio reporting experience. Now, you don’t need to be an expert to get expert reporting.