What’s important to consumers? The brand experience

After years of disruptive change that has lead to better informed, more empowered consumers, it has become more difficult than ever for brands to control customer perception with traditional marketing. There is a shift from trying to get new customers to ensuring that your brand experience is a good one.

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When does spending $5 million on the Super Bowl make sense for brands?

The Super Bowl is a great advertising opportunity.  The 2017 Super Bowl’s audience will be at least 110 million viewers. In terms of cultural reach, football’s championship game is twice the size of the biggest blockbuster. However, surveys of Super Bowl audiences have found that between 80 and 90 percent of the ads wash over audiences and don’t make them any more likely to buy the product on display. Continue reading