The Brand Builders Fight Back

Discover how long term brand building supported by strong creative and great customer service can cause your brand to be thought of at the moments that matter.

The author(s)

  • Lucy Burnham Brand and Communications
  • Jon Harper Head of Brand Health Tracking
  • John Banerji Customer Experience
  • Eleanor Thornton-Firkin Head of Creative Excellence
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Brand building is under fire. Despite the wealth of evidence illustrating the importance of long-term brand building, an excess of data has bred a culture of short-term tactics driven by short-term metrics.

Here you can access the slides and recordings from our Brand Builders Fight Back event, featuring presentations from:

  • Helen Edwards (Partner at Passionbrand and Marketing Week columnist), explores the polarisation in marketing discourse and how to successfully build your brand you have to overcome these divides and do everything.
  • Jon Harper (Head of Brand Health Tracking, Ipsos MORI), explains what a brand mental network is and how it can be harnessed to uncover the associations people have with your brand and where you are distinctive from competitors.
  • John Banerji (Director in Customer Experience, Ipsos MORI), discusses how your brand must meet customer expectations in order to maintain a strong brand mental network and convert uncommitted to committed customers.
  • Eleanor Thornton-Firkin (Head of Creative Excellene, Ipsos MORI), explores the links between culture and advertising, and how targeting your advertising to tribal audiences can create positive responses to the brand and add distinctive attributes to your brand mental network.

View the slides

 

See the presentations

Welcome - Lucy Burnham, Ipsos MORI

Helen Edwards, Passionbrand

Jon Harper, How to Fight Back: Nurture Your Brand's Mental Network, Ipsos MORI

John Banerji, Nurture Your Network: Reap the Experience Reward, Ipsos MORI

Eleanor Thornton-Firkin, Nudging the Brand Mental Network with Advertising, Ipsos MORI

The author(s)

  • Lucy Burnham Brand and Communications
  • Jon Harper Head of Brand Health Tracking
  • John Banerji Customer Experience
  • Eleanor Thornton-Firkin Head of Creative Excellence

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