Research Says Brands Still Matter

Ad Age reports in its September 28th online edition that the inherent importance of brands may be on the decline, but that brands still matter overall.


Ogilvy & Mather’s study points out that how much they matter is correlated with what country you’re talking about. “The consumer…wants marketing that helps. And one thing that stood out in the research is that customer service, exclusive offers and deals and charitable giving impress consumers far more than celebrity tie-ins and guerilla advertising” (para. 7). Research respondents also said that Coke is an expert on happiness!

Not long ago advertising pros used to say that rational reasons for purchase are not enough, that an emotional “hook” is essential to attract customers. Perhaps emotion is now, in fact, dominant and has become the driving force behind purchase decisions for consumers.

About mediainmind

Education: BFA in Painting & Sculpture from California College of the Arts (Oakland); Executive MBA in Executive Management from the Peter F. Drucker & Masatoshi Ito Graduate School of Management at the Claremont Graduate University (Claremont); MA and PhD in Media Psychology from the Fielding Graduate University (Santa Barbara). Experience: Over 40 years experience in marketing, advertising, and public relations on the client and agency sides of the business; for-profit and nonprofit, as well as government. Special Expertise: The interface between human behavior and the media. It's all about "media in mind." View all posts by mediainmind

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