Brand leadership correlates with high brand awareness and market share. Brand leaders command higher profit margins and category influence. Our research shows the context for brand leadership is changing; more and more, people will demand that brands use their influence to redefine our lifestyles, help address challenges faced by society and move us forward.
Poor Amazon. What a difficult few months it has experienced. Back in Summer/Autumn 2012, the brand that defines Internet retailing was riding the crest of a wave. Our CultureQ participants ranked it as both a leader and a good brand citizen. Millennials, Gen Xers and Baby Boomers alike in the UK and US believed Amazon [...]
In 2013, we expect to see more leadership brands addressing local issues that are pertinent to their consumers’ lives before they campaign on behalf of global challenges. Why? In many ways, technological advancement – often reflected by the idea of “new and improved” – has become a hygienic factor for all brands, regardless of the [...]
As we’re awaiting the final results of our end of year study to gain a more in-depth understanding of the Zeitgeist, we’ve been discussing what’s next for brands in 2013 based upon our learning from CultureQ over the past Summer and Autumn. As always, we’ve been reviewing the data from our research in the context [...]
