Edelman Chicago hosted its first Wellness Salon to take a deeper look at the opportunities companies and brands have to play a role in helping consumers achieve a sense of well-being at all ages.
Richard Edelman recently presented our Earned Brand findings to an audience of more than 65 marketing and communications executives across health, financial services, consumer packaged goods, media and other industries in Chicago.
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Last week was an inflection point in the Democratic presidential race. Hillary Clinton stabilized and strengthened her position, at least within the party, at the Democratic Debate in Las Vegas.
As strange as it may seem, there was a time when people reached for the yellow pages and contacted a company when they needed to solve a problem. Now people spend longer online, and get information from each other, before contacting vendors.
When it comes to entertainment content, consumers now put equal trust in traditional content creators, online streaming platforms AND the brands they buy from.
It should be clear to all of us that we are in a period of change that is unprecedented in its impact on consumers and brands, that is to say, we have gone beyond disruptive change to discontinuous change.
According to Edelman’s recent Earned Brand study, only 25 percent of respondents say that they are seeing innovation from the health care industry today.
With a group that has been over analyzed, it’s easy to make generalities and recycle the same old marketing to Millennials jargon, hoping something new sticks. As such, the Edelman planners wanted to call out these greatest hits in the first edition of the Most Overplayed Millenialisms.
Far beyond the technology industry, companies have passionately embraced the theme of innovation in nearly every product and service sector in the world, treating it as an unequivocal good.
Our survey of 10,000 consumers in 10 countries around the world found that, when it comes to brand communications, just 1 in 3 consumers say they want to be “inspired,” while more than 2 in 3 want us to “reassure” them.
Marketers and communicators are always looking to introduce new brands and new innovations. And today, consumers are embracing innovation like never before. But they have concerns.
Brands seeking to reach consumers must earn their trust and learn to communicate in a landscape where value will be much more determined by a brand’s societal relevance (its purpose), and the way it behaves on and offline.