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.
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
Edelman's second-annual Innovation and the Earned Brand study was released at the Cannes Lions and explores consumers relationships with brands.
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.
In brandshare 2014, we extended Edelman’s largest-ever consumer marketing study, seeking to further understand the evolving relationship between people and brands.
Edelman’s eighth annual entertainment study explores how and why people consume and share entertainment.
Edelman’s D.C. Tech + Policy Group commissioned a survey to understand consumer attitudes about technology policy issues and their willingness to take action.
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.
2016 is going to be a very big year for Virtual Reality. Why now? Because there are hundreds of companies betting big on the consumer VR market since all signs point to excitement.
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.
Edelman Hong Kong conducted interviews to understand where consumers get their fashion information, what influences purchasing decisions and what brands need to do to capture their attention.
Michelle Hutton reflects on her week at this year’s Cannes Lions Festival of Creativity and was struck by how critical it is for us to be at the world’s leading creative event.
Companies have taken steps to progress from personalisation to customisation (often on a mass level) to differentiate themselves from competitors – and more importantly to learn what makes their customer tick.
In today's 24/7, consumer demand-driven world, there are corporate communications departments that stand out as most effective at adapting to, and leading, change.
The 2015 Edelman Trust Barometer reveals some particularly relevant points of emphasis and action for B-to-B marketers.
Social media marketing is blurring the lines between owned, earned and paid. While this has limited brands’ ability to leverage the organic reach of content, it has also given brands the impetus to break silos and create multiple, yet specialized touch points with their highly fragmented target audiences.