Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "brand image"
- Two out of five baby boomers said they would be unlikely to shop again on a website whose product imagery wasn't accurate.
- Among traditional media companies, Walt Disney had the best reputation, with a ranking of No. 77.
- 80% of respondents in Attest study believed brands were involved in "greedflation," using inflation as an excuse to hike prices unfairly.
- The "Stay Focused" brand platform is based on consumer research the company conducted into what consumers want from energy drinks, according to Nutrabolt CMO.
- All that money brands spend on planet-friendly messaging? America isn't buying it, according to a GfK study.
- When ads appear on web pages that are less cluttered with advertising, consumers are more likely to see them.
- Nearly all consumers recognize the big streamer brands, but relatively few would know how to explain individual streamers' brand propositions, finds Hub survey.
- Reigniting interest in buffet-style dining in the last year has been a challenge across the fast casual category. Cicis is using it as an opportunity to energize the brand and enhance onsite customer experiences around food, entertainment, and restaurant design. Cicis Pizza's CMO, Stephanie Hoppe, shares what they've learned along the way about embracing Cicis' roots, driving adaptability, and cultivating an always-on optimization mindset to power a successful "Endless Pizzabilities" brand relaunch that bets big on experiences fueling Cicis' continued growth.
- Almost three quarters of consumers are willing to share personal data with brands they trust.
- The data shows an 18-point brand lift advantage coming from Democrats for the Disney brand, as well as some surprising results that American political polarization is having on major consumer and media brands.
- Patagonia's mission statement is: we're in business to save our home planet. For over 35 years, Patagonia has supported over 1,500 environmental groups by donating 1% to grassroots activist organizations that have direct-action agendas and work on strategic, multipronged campaigns to preserve and protect the environment. We built Patagonia Action Works to take this a step further. Patagonia Action Works - a response-driven, relationship building digital ecosystem and toolkit - meaningfully connects our customers and greater community to the grassroots environmental activist groups we support. Patagonia's Director, Digital Impact: Community & Activism, Scott Carrington, discusses how the initiative was driven by a desire to transform brand values into tangible actions in this latest case study.
- Instagram, TikTok and Spotify all joined the top 100 "most connected" U.S. brands this year, according to an annual study released by Opinium this morning.
- YouTube, Google and Netflix are the top brands according to Gen Z consumers, according to Morning Consult. Amazon and M&M round out the top five. “Two retailers also scored well, with Walmart at No. 5, followed by Target, No. 6, with each hovering around 80% favorability," per Chain Stores Age. "Nike was No. 12, and Apple was No. 20."
- Food and beverage brands make up half of Gen Z's top 40.
- Nearly two-thirds of consumers say advertisers, publishers and ad agencies share responsibility for ads that appear next to misinformation.
- Consumer trust in a brand is crucial to purchase decisions. Some 51% of consumers say online content adjacency influences their trust in a brand, and 69% say their level of trust influences their decision to engage with a brand's products and services.
- Looking at media channels as a whole, sponsored events are the big winners in Kantar's latest media brand equity and ad-spend outlook study.
- Almost a fifth of people who abandoned a brand shared their displeasure on social media.
- 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.
