Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "brand image"
- Color is an important aspect of brand identity, and a VidMob study shows it is key to understanding relevant features of a video and how viewers interpret a company's ads.
- The soft-serve shop 16 Handles has always been about the on-premise experience of personally personalizing customer desserts. It is a case study in building in-person delight. But as the company has moved into delivery and on-app ordering it has been challenged to digitize the experiential dimension of the brand across channels. The Founder and CEO of 16 Handles, Solomon Coi, shares how the brand thinks about making WOW omnichannel.
- Brands that promote their loyalty programs on social media likely will encourage more interactions with customers.
- "What used to be forthright patriotic marketing has mutated to camouflaged promotional ploys," says Brand Keys' Robert Passikoff.
- Jackson Hewitt created an integrated brand campaign to educate people about the value of working with a Jackson Hewitt Tax Pro. The TV campaign drove familiarity through three pillars: connection, convenience and credits. Then they added another motivating action to the mix: humor.
- The soft-drink brand leads Kantar's ranking of consumer brands that the biggest portion of shoppers worldwide buy most often.
- A quarter of those executives said misinformation about their brands and industries was the biggest risk to brand reputation.
- Two-thirds of consumer packaged goods marketers said return on ad spend was their most important metric.
- Sixty percent of Americans said brands should invest their resources in relief for the Ukrainian people.
- A global brand tracking survey shows that Cadillac is showing year-over-year improvements in five key metrics of brand health. The General Motors luxury brand’s biggest year-over-year improvement is in “First Choice Consideration,” which is when customers consider Cadillac first over other other automotive brands. That metric is up 29%, per the research. The brand also showed gains in the other for categories: “stirs emotion,” “advanced tech,” “brand for me,” “net momentum”and “opinion.”
- I used to think the worst thing any brand could do to a consumer was to waste their time. But now I realize it's actually holding them captive.
- Getty Images found that two in three women worldwide still experience body bias. Among the top issues are body shape or size, age, and income level.
- More than half of consumers say they have been frustrated when they couldn't reply to a message sent by a brand.
- Good personal experiences help to build trust in brands, while "bad" personalization can be destructive.
- Only two-thirds or fewer U.S. TV viewers can confidently describe the focus and value propositions of four of the top five streaming services.
- It now costs marketers 13 to 18 times more to recruit a new customer than to keep an existing one.
- Sixty percent of Americans said brands need to publicize what they're doing in response to the Ukraine crisis.
- "Forty-nine percent believe brands taking a stance is not enough," the report asserts, "they have to have an obligation to act."
- The research looked at whether all privacy notices used identical language -- and which, if any, language seemed "scary."
- "It's axiomatic that viewers' regularly watched news brands align with their personal world view," says Brand Keys' Passikoff.
- More U.S. shoppers relate to the brand than the purchase, customer service or the relationship, Havas CX reports. Who are the winners?
- Only 8% of U.S. consumers said they had bought a non-fungible token in the past year. Brands can help raise awareness of crypto collectibles.
- It's easier for consumers to forgive a person than a business. A study shows marketers need to carefully consider language used in campaigns, as consumers are sensitive to the words used.
- The finding may indicate that consumers are more receptive to contextual advertising.
- Consumers are growing tired of the focus on brand values, a new study finds. Fifty-six percent of shoppers are still likely to buy from brands that don't represent their beliefs, Clarus Commerce finds.
- Eighty-two percent of U.S. consumers said the brands they buy stand for a greater mission or purpose.
- A massive study of political consumers explains why Conservatives are more satisfied with their choices -- because they believe they are.
- The pandemic and protests against racism after the murder of George Floyd led many brands to change the tone of their advertising to express greater empathy. Phrases like “in these troubled times” were more prevalent in commercials as companies highlighted their good works and efforts to give back to society. While many consumers appreciate the messaging, they tend to be doubtful about corporate expressions of empathy — or the ability to understand and feel what others are feeling. Some 92% of U.S. consumers said they want to see brands practice empathy, but 66% expressed skepticism or disbelief when brands do so, according to a report titled “Is Empathy Dead in America?” by Method Communications. The PR-marketing firm commissioned a survey of a representative group of people ages 16 to 76. Authenticity is important, with more than half of consumers (55%) saying they are more likely to buy from a brand that shows empathy and is “human.” However, 47% said they don’t trust these expressions of empathy — they view them as a money-making strategy. Americans are conflicted about the role of technology companies in promoting empathy. While 51% said tech brands have a greater responsibility to society than other industries, given their money and influence, only 30% said the companies should spearhead efforts to promote empathy because of their role as thought leaders. Almost half (43%) of consumers said they blamed social-media platforms for declining empathy in society, according to the report.
- Harley-Davidson, BMW, and Honda all showed improvement this year, while Chevrolet, Ford, and Mercedes-Benz all declined.
- Consumers prefer to do business with companies that make authentication safe and simple and safe, according to 81% of consumers surveyed by CMO Council and Business Performance Innovation Network. This frustration can cause consumers to search for brands that offer a different type of digital verification process.
