More than anything, actions define brands. When brands speak, what do they say? When they introduce new products, are they relevant? When they support...
More than anything, actions define brands. When brands speak, what do they say? When they introduce new products, are they relevant? When they support causes, is the effort convincing?
These and other key questions resonate with consumers, now more than ever. In times of great need and uncertainty, consumers expect more from brands, and may be quick to judge those that fall even slightly short.
The past year has been a time for brands to take action, not sit on the sidelines. Many have stepped up, with wildly varying results – from moving and meaningful to transparently self-serving.
So what should brands do next?
In a time when stability seems within our grasp, yet so much still needs to be mended, how can brands deepen their value to consumers? Many marketers, brand managers, and others are asking this question every day, searching for insight and inspiration.
To help guide brands in this difficult time, GfK has launched What’s Next 4 Consumers, a series of in-the-moment studies and conversations to look deeply at this unique moment – and explore what brands can do to anticipate the needs and wishes of tomorrow’s consumers. Our recent study of brand purpose and promise yielded sometimes striking discoveries about Americans today – and served as grist for a far-reaching discussion with GfK experts on brand strategy, consumer trends, and digital transformation.
