How Brands Can Disrupt

The pace of change in marketing and the marketplace continues to accelerate. Unicorn companies are challenging long-established brands, and categories are being re-imagined. Upstarts question the safety of ingredients, the integrity of the supply chain, and the sanctity of long-held business models. Consumers have new expectations of brands, with 62 percent saying they refuse to buy a brand if it fails to meet its obligations to society.In this context, the 2016 Edelman Earned Brand study identifies and quantifies a new territory for marketers that can augment the classic purchase funnel — where committed consumers themselves will drive new and repeat sales as they advocate for and defend a brand against these kinds of disruptions.

Source: How Brands Can Disrupt – Edelman

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About Christian Hoffeldt

Talent Scout, Human Resource Management, Talent Management , Learning & Development, Organizational Development, Change Management, Psychology, Neuropsychology

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