How to leverage research to build meaningful brands
Every year, brands spend over $560 billion (and counting) to convince us to buy their products. Yet as consumers we have become insensitive to most advertising. We easily forget brands and may switch to another product on a whim. There are ways for brands to break this cycle. Brands that succeed are the ones that help us find meaning. In this process, the brands become meaningful in and of themselves.
Hear Emmanuel Probst’s presentation, to learn how to leverage research to build meaningful brands. Probst will take you on an exploratory journey, revealing why most advertising campaigns fail and examining the personal, social and cultural meanings that successful brands bring to consumers’ everyday lives. Most importantly, his presentation will show you how to use simple brand hacks to create and grow brands that deliver meaning even with a limited budget. This presentation is supported by in-depth research in consumer psychology, interviews with industry-leading marketers and case studies of meaningful brands, both big and small.
Room 4 | 9:45-10:15 | Tuesday, April 7, 2020
- Articulate the importance of psychographic segmentation, along with need-states and micro-moments
- Define personal, social and cultural meanings
- Make recommendations to brands on how to leverage meaning to support their growth strategy
- Data integration/big data
- Behavioural economics
- Customer experience
- Storytelling/data interpretation
- Industry trends – future of marketing research
- Social media research
- Hybrid/mixed methods (qualitative, quant, mobile, SM)
- Ethnographic/observational research
For more conference and registration details, please visit The Quirk’s website.
Emmanuel Probst, SVP, Brand Health Tracking and Creative Excellence, US
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