Brands

Whether it’s the I'm Lovin' It jingle or the Golden Arches that make you think of McDonald's they are both examples of salience, and salience sells.

It should not be any wonder anymore for any marketer that advertising and creativity thrive on echoing real life trends to get people’s attention and engage. Thus it’s not a surprise to see so many of this year’s Cannes creativity winners embracing the concept of fake news in their own special way.

Moving beyond the claims of fast, good and cheap digital measurement to help build stronger brands.

October 17 - In an effort to acquire and retain customers, thus growing their business, brands like yours are investing heavily in product innovation, and even more for marketing and advertising.

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.

Is it the end of surveys as we know it? Or do they still play a meaningful role in managing and growing brands?

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.