Brand Trust: Optimism or Cynicism Ahead in 2022?

Brand Trust: Optimism or Cynicism Ahead in 2022?

In 2021, brand trust became even more of an it factor, the new currency if you will, for many brands looking to emerge from the pandemic. As 2022 approaches, all signs point to brand trust remaining essential to relevancy. But 2021 gave us conflicting takes on brand trust. One group of global brand trust researchers at Havas declared in its Meaningful Brands Report 2021 that we are in the ‘Age of Cynicism.’

3 Weak Links That Can Lead to Brand Switching

3 Weak Links That Can Lead to Brand Switching

The challenge of retaining customers and building brand loyalty is nothing new. What’s new is how the shifts in consumer needs and expectations, based on the events of 2020 that have bled into 2021, are affecting brand perceptions and purchase decisions.

6 Signs Your Brand Positioning May Need Refreshing

6 Signs Your Brand Positioning May Need Refreshing

Remember that pause on advertising back in the early days of the pandemic? To avoid sounding insensitive or tone-deaf, many brands stopped for a moment to rethink their messaging. What we didn’t know then was how long the ongoing health crisis would linger.

What Is the Purpose of Your Brand?

What Is the Purpose of Your Brand?

Many consumers recognize and care about the ways their purchase decisions impact society. This leads them to choose brands that align with their values like supporting sustainability, donating to worthy charities, or advocating for social issues. That’s where the power of a strong brand purpose comes into play. The purpose of your brand is…

The Secret Sauce to Generating Insights

The Secret Sauce to Generating Insights

Customer data is one thing many marketers have in abundance. Yet, to guide sound business decision-making, marketers need more than a series of scores. They need to generate insights based on strategic marketing research. But what is an insight and how is it different from an observation?

3 Reasons Your Brand Needs a Personalization Strategy

3 Reasons Your Brand Needs a Personalization Strategy

There’s little doubt that having a marketing personalization strategy can help turn prospects into customers and increase their engagement with your brand. In fact, companies who don’t communicate with customers in a personalized manner leave themselves vulnerable to brand switching.