Ipsos was invited by the “Fifth Development of China Brand Chain Conference” (DCBC) organised by China Brand China Development Association and made a keynote speech entitled “A Best Brand Will Set Sail in Consumer Subconscious”.
Today, every new breakthrough in technology quickly becomes mainstream. In a landscape where start-ups often leap frog over legacy brands and audiences become accustomed to seeing a new innovation rapidly adopted and applied across platforms, the ways brands engage is in constant flux. This holds true for Market Research as well.
The Diamond Producers Association recently released a new set of ads. They reintroduce the idea of diamonds to the relationships and aspirations of Millennials. This is a group for whom “forever” is a meaningless concept along with tradition, eternity and commitment. Their focus is the journey, not the destination.
With the rapid rise of visual language, it is becoming increasingly important for both researchers and brands to understand how to unpick and analyse this new vocabulary; deconstructing the discourse, to stay ahead of the curve.
