Consumers see brands as belonging to categories based on their own perception and life experience. Once consumers pigeonhole a brand, it is hard for the brand to easily change that category perception.
This in-depth publication from the Ipsos Public Affairs team provides answer to some frequently asked questions about corporate reputation, CSR, and how we help clients to avoid crises.
Marketers need to understand their category’s dynamics to optimally position themselves and compete effectively. To do this, they must get the consumer’s perspective – because consumers, not industries, are defining today’s markets.
As I squeeze my way onto the crowded Track No. 1 train, I can’t help but notice the girl to my left. Dressed from head to toe in Theory, chatting about her latest Soulcycle class and sipping on an iced coffee from Starbucks; or the man cross legged in a JCrew suit reading the Wall Street Journal and flashing his Warby Parker glasses.
Ipsos has released 2017’s Most Influential Brands study. Polling 2000 Australians, it looks at key drivers that define ‘influence’ and five complementary factors that impact it.
In an era where politics often overtakes the best cared-for brands, how do responsible stewards prepare their organisations to navigate ideological consumers?
The pace of technological and social change is bewilderingly fast. In the world of brand and communications, we feel this particularly keenly, with the digital revolution transforming the way that brands seek to connect with people.
