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Innovation and the EARNED BRAND

About Innovation and the EARNED BRAND

Innovation and the EARNED BRAND is a global survey of consumer attitudes toward brand innovation. The online survey was fielded between April and May 2015 across 10,000 consumers in 10 countries, with additional qualitative research among millennials in 5 countries.

Our research shows that 87 percent of consumers will not buy a product or service because of their concerns about the risks that come with innovation. The study takes a deep dive into these consumer concerns, reveals four Earned Brand behaviors to address their needs around innovation and proposes a new model of marketing based on action, not messaging.

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Edelman, Earned Brand, Innovation. Richard Edelman

The Earned Brand Study

Richard Edelman and Michelle Hutton share their perspectives on Edelman’s first-annual Earned Brand study, which revealed innovations impact on privacy, the environment and security affects purchasing habits.

Communication

Communications Marketing and the Earned Brand

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.

Engaging with Technology

Innovation and the Earned Brand

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.

Stethescope with idea light

Health Care and the Earned Brand

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.

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