brandshare 2014

about brandshare™ 2014

In brandshare 2014, we extended Edelman’s largest-ever consumer marketing study, seeking to further understand the evolving relationship between people and brands. We wanted to know: what's the business benefit of meeting people’s needs rationally, emotionally and societally? And how does this drive value for brands?

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the unrealized relationship

Eighty-seven percent of people want meaningful interactions with brands, but only 17 percent think brands are actually delivering today.

three consumer need states

There’s a third need state, on top of rational and emotional, that brands simply cannot ignore – societal need.

creating a value exchange

It’s not just about rebalancing the “one-sided” relationship brands have with people. Brands must meet consumers’ needs to achieve a true value exchange.

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