The 2017 Edelman Earned Brand study, a study conducted among 14,000 consumers in 14 countries, explores the rise of belief-driven buyers, who will buy a brand, switch from it, avoid it and — at the extreme — boycott it based on a brand’s stance on a controversial issue.
We know that the most valuable brands are shared brands. We’re the experts at the new marketing paradigm, where traditional approaches to brand management are replaced by a dynamic co-ownership model. Our campaigns recognize that brands compete for action and advocacy in a free market, where people don’t just buy products, but also regulate business decisions with their collective voice.
Our expertise spans automotive, consumer packaged goods, energy, fashion and apparel, financial services, food and beverage, luxury, retail, technology and telecommunications. Our approach is insight-fanatical, imagination-obsessed, content-rich and real-time enabled.
We understand that there’s a new kind of brand. It’s a brand that’s built not only by the company that operates it, but also by the people who interact with it. It’s a brand with a clear sense of purpose that knows how to tell a great story about it that people remember. It’s a brand that inspires and excites people to share it, by inviting them into experiences – online and off – that matter to their everyday lives.
This new kind of brand embraces the complexity of our world. It knows how to build trust at every point in its supply chain, and how to respond in real time when the talk gets tough and that trust is threatened. Most of all, this new kind of brand knows that people don’t just consume it or make use of it, but that they take it into their minds and hearts and make the brand a part of their lives.
We call this new kind of brand a living brand. It’s a brand that is responsive, allows and encourages participation and is purposeful.
Our programing provides a new way to plan, create and communicate your brand that evolves, promotes and protects it.
We know that to connect with people today, brands need to have blindingly creative ideas that come from clear, simple and compelling consumer insights. Our consumer marketing experts partner with our specialist planners, strategists and analytic experts. We work with our award-winning creative talent to develop ideas, campaigns and plans that have compelling storytelling. We create conversations with campaigns that are social by design.
Importantly, our consumer specialists around the globe know how to create and deliver insightful ideas that have big commercial impact. We build specialist teams with diverse skills to develop these campaigns and implement and manage small-to-large scale campaigns.
We’re nimble and quick, considered and smart. We know that in today’s world, marketers need to be responsive and have partners that understand how to listen, monitor and have content in market with speed, but be on plan.
We understand the new media ecosystem, how marketers can use it to tell their brand stories well and have their content viewed, heard, shared and resonated.
While we may be best-known for our work in orchestrating global product launches, we take the greatest pride in the long-term relationships we’ve built with clients — several lasting more than 30 years.
Understanding consumers, and how to connect, is in our DNA.
For more information about our consumer capabilities, please contact Mark Renshaw.Read less
Expertise & Intellectual Property
The 2017 Edelman Trust Barometer reveals that trust is in crisis around the world. The general population’s trust in all four key institutions — business, government, NGOs, and media — has declined broadly, a phenomenon not reported since Edelman began tracking trust among this segment in 2012.
Edelman’s ninth annual entertainment study introduces “Networked Entertainment” – a collision of today’s entertainment landscape and the opportunities for brands - and comprised of Algorithms, Brands and Connections.
The world wants more from brands, and consumers are asking a simple question: “Are you with me?”
Belief-driven consumers represent a high-value opportunity for brands in an important way: they have much stronger, more committed relationships with their favorite brands.
Brands have grappled with media fragmentation and the resulting decline in advertising influence for a lot longer than the politicians.
After three-and-a-half days of viewing, discussing, re-viewing, and debating, Catriona Muspratt-Williams shares key learnings and experiences of being a judge at Cannes this year.
My time on the Cannes Lions Festival PR Jury this year was everything I thought it would be, and more.
It’s not just about purchase. More and more, marketers are focusing on an increasingly important form of brand equity: the strength of the relationship a brand has with its consumers.
For many decades, companies’ brands and their products had been unquestionable authorities.
Our digital marketing forecast predicts that consumers will become the priority central marketing function in 2016. This year marks the rise of the Consumer Marketing Director.