WHAT BRANDS NEED TO KNOW ABOUT FINDING MEANING IN THE CHAOS OF THE WORLD

Marketers and consumers often don’t think alike: Marketers spend way more time thinking about their brand and category than most consumers ever do. Generally speaking, consumers are inundated with brands and tune out most of them, which makes it harder than ever for brands to stand out.

Meanwhile, many consumers are facing tougher economic times and are becoming more cautious with their spending, prompting many to choose private-label and value brands over name brands. 80% of consumers choose a brand based on its price, vs. 20% on what the brand stands for, according to the Ipsos Consumer Tracker.

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of consumers prioritize quality over the brand values (12%)

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Four in ten choose a brand or product because they are loyal to that brand, against 60% who don’t care about brands and buy what they need when they need it instead

Source: The Ipsos Consumer Tracker, fielded April 30-May 1, 2024, among 1,081 people in the U.S.

So how do marketers position their brands for success in this chaotic world? Here are three ways brands can get ahead in the customer journey:

Positioning

How marketers can reshape consumer expectations so that only their brand can meet them

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Creative activation

How social advertising can transcend transactional interactions to forge a persistent brand story

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Delivering

How the brand experience can be designed and delivered so that it meets and reinforces consumer expectations

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“Context matters to us a lot. Whether you’re sharing a beverage with a friend or hydrating yourself, you are going to make different choices, so it becomes really important to be very holistic in our measurement of equity but also in the service of brand-building.”

Rajit Chakravarty

Global Senior Director, Brand Equity

Context over chaos: Contextual Brand Tracking

How data and marketing science can help brands understand Americans’ contexts and choices

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