Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "brand image"
- 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.
- The attributes will allow businesses to demonstrate how their brand values align with the values of their customers, and show their companies are inclusive.
- Nearly half of consumers say they're "unlikely to buy products or services from companies not aligned with their political views."
- "As consumers strive for normalcy, they will continue to depend on some brands at the cost of others," says MBLM's Mario Natarelli.
- From the beginning, Visible has always worked to fundamentally change the way consumers get and pay for their wireless service via their all-digital model. How is this challenger brand creating a new normal in telecommunications? Through high-touch experiential activations, an unparalleled influencer network, and real-time social listening, that simultaneously addresses real-life issues while building community.
- Trust in Joe Biden's media brand has slid from his initial post-election bounce, but remains above water with more than half of Americans surveyed this month by Brand Keys indicating they trust his brand.
- Multiple societal crises -- especially the COVID-19 pandemic -- have raised the bar for brand marketers, with a majority of American consumers now expecting them to allocate funds and resources back to the communities they serve. That's one of the top-line findings from a new report from Horizon Media identifying a half dozen fundamental shifts in consumer mindsets related to brands. The report, "Rebuilding The Future," combines an array of proprietary Horizon consumer tracking studies, with data from third-party authorities, to make the case that the relationships of American consumers and brands have been fundamentally changed.
- Thanks to indelible jingles and incessant frequency, insurance brands Farmer's, State Farm and Liberty Mutual were among the top 10 sonic brands of 2021, according to just released data from Veritonic's audio logo index. The index, which assigns scores to hundreds of leading sonic brands based on Veritronic's proprietary intelligence platform, utilizing a panel of abut 3,700 consumers in the U.S. and U.K. (Data in the chart above reflect the top 10 in the U.S.)
- More than half of Americans have observed a rise in fake and/or "toxic" user-generated content on social media since the COVID-19 pandemic began in March 2020, and much of it is causing "trust issues" with brands they see adjacent to it. That's the finding of a study of 1,000 Americans familiar with the definition of user-generated content that were surveyed by customer experience management firm Telus on June 7 using Pollfish.
- After spending last week covering the Cannes Lions awards, I can tell you one of the festival's biggest winners went unannounced: the COVID-19 pandemic.
- This week's Lions festival demonstrates brands are taking on -- and in many cases solving -- problems that governments, NGOs and other institutions cannot.
- Burger King is prioritizing the moments that matter for the company - whether on TV, OTT, social - to drive incremental traffic and build brand. Learn how BK's media team is leveraging attribution modeling as a guide and asserting performance criteria to judge every old and new channel against how each adds to the mission.
- The index ranks national brands according to their environmental, social and governance impact and was developed in partnership with consumer research firm Swayable.
- When Wakefern Food Corp. set out to redefine their Own Brands, they went to their consumer - and let insights drive every step of the process. From brand positioning to packaging design to brand activation, Wakefern treated the launch of Paperbird with the same respect as a best in class CPG brand. Laura Kind, VP of Brand Strategy, shares how her team translated the consumer emotion around messes into highly relatable Paperbird brand work.
- Cadillac skews more heavy to multicultural buyers than other brands, so a lot of its overall marketing plan has that emphasis. The brand's partnership with Regina King, Diddy and Spike Lee give a clear indication of how important it is for the brand to connect authentically with multicultural customers. Not everyone can hire a-list stars and give Diddy a car but there are key takeaways that Alexis Kerr, head of multicultural marketing at Cadillac, shares to help other brands activate on a smaller scale.
- There's a fascinating new study from the Knight Foundation indicating that the brand of a news outlet plays an "outsized role" in the confirmation bias of its readers.
- After reaching an all-time high of 77% when it released its last global study in 2019, the percentage of brands consumers say they can live without has declined to 75%, according to the 2021 edition of Havas' every-other-year "Meaningful Brands" study.
- The "Donald Trump" brand's value has fallen since the former president was voted out of office, accelerating a trend that began when he first began running for president, according to the latest data from brand valuation authority Brand Keys.
- The most recently founded company on the list is Clubhouse, created in spring 2020, which features an invitation-only social media app.
- How does a new CPG business stand out in the already saturated snack bar market? As building a brand within the grocery industry can prove challenging and expensive, Jimmy Bars' co-founder, Jim Simon, tells us it's vital to not only differentiate oneself but be creative as well.
- Upper-income households are more likely to trust brands with their personal data, GfK reports.
- If you want to understand what institutions people truly trust, pose an existential threat. That, more or less, is what a year of the COVID-19 pandemic has demonstrated, and now that it is being brought under some semblance of control, some of those institutions are seeing their role as trusted information providers erode along with it -- especially media and brands.
- An overwhelming majority of consumers have a "positive" attitude toward brands that promote social good, according to a multinational survey released today by Dentsu. The study, conducted among social media users in the U.S., U.K., Japan, China and India, found that U.S. social media users indexed about average for all the major social good criteria, while China and India over-indexed and Japan under-indexed.
- Racial sensitivity and brand safety were the focus of major changes in the ad industry in 2020, which will manifest in the ways consumers bond with brands in 2021.
- One-quarter of consumers in a recent study bought counterfeit products, 36% saw fake ads or social posts, 41% saw fake websites, and 35% experienced fake social media accounts.
- Coming out of what may well be the greatest year of self-reflection for all of society, the ad industry had a huge opportunity to define its sense of purpose and it just blew it.
