January 23, 2012 • 2:57 pm
Title: In reputation we trust
Type: Research Report
Author: Weber Shandwick
As consumers around the world have greater online access to a brand’s lineage, the influence of the brand “parent” or company behind the brand matters even more. In this uncertain climate, consumers expect more from leading companies and have no trouble boycotting those that fail to live up to new standards. At the same time, leaders need to know how to do business in an environment where consumers are not just purchasing their products or services on their own merits, but are also shopping by company reputation. The mounting convergence of brand and corporate reputation revealed in our study ushers in a new era of marketing communications.
As thought leaders in the reputation field, global public relations firm Weber Shandwick and its research arm, KRC Research, conducted an online survey among both consumers and executives to answer the frequently-raised question from corporate officers about how brand and reputation are evolving in this new see-thru, nowhere to hide world. The research aims to help marketing and communications executives adjust to what we foresee as a tectonic shift in communicating the voice of the “enterprise” to key stakeholders.
The research was conducted in October and November 2011 among 1,375 consumers (ages 18+) and 575 senior executives in companies with revenue of $500 million or more. Respondents were located in four key markets: two developed markets (the U.S. and U.K.) and two emerging markets (China and Brazil).
Date: January 2012
Filed under: Research report, Survey report, White paper, brand, brands, commercial, company, consumers, report, reputation, research, survey, trust, weber shandwick
November 3, 2010 • 11:39 am
Title: The Big Brand Theory
Type: Business Whitebook
At the Compete Digital CMO Summit this past May, senior marketers shared their perspectives on“The Big Brand Theory,” including how their companies are taking steps to transform online branding, digital measurement and creative execution. Since the dialogue went beyond theory to fundamental changes in practice, we wanted to share some insights to help you shape your own digital efforts, with The Big Brand Theory Whitebook.
Hear from senior marketers at Kodak, T-Mobile, Microsoft, Procter & Gamble, Yelp, and Bridge Worldwide as they share their experiences, successes and challenges in navigating this complex space. Topics of discussion range from, What are the biggest obstacles for companies looking to unlock the digital opportunities this year, and how to overcome them? to How will “digital” impact their marketing this year and what metrics are tracked to make sure it is working?
Download: The Big Brand Theory Whitebook
Filed under: White paper, brand, branding, cmo, compete, industry, insights, marketing, summit, whitebook, whitepaper
November 9, 2009 • 9:04 pm
Title: The Razorfish digital brand experience report 2009.
“How do consumers engage with brands in an increasingly digital world? That’s the fundamental question we set out to answer with this year’s FEED report. FEED: Past, Present, and Future. This marks a significant shift in focus for our research. Our past studies have been almost exclusively concerned with charting how consumer behavior adapts to advances in Internet technology and web services. This still fascinates us, of course, but this year we are broadening our attention toward exploring how consumers interact with brands online. What does the future hold for brands when everything is just a click away? If consumers really are in control, what can we learn from their
interaction with brands today?”
Read the rest of this entry »
Filed under: Studies, 2009, brand, digital, experience, FEED, razorfish, report, study