Adweek recently published an article titled” Consumers Have Made Their Needs Loud and Clear, yet Brands Keep Missing the Mark”.
The article starts with recent research from Havas Worldwide. Havas surveyed 1,500 global brands and more than 300,000 people around the world, they found that only 20 percent of brands actually have a positive impact on people’s lives.
This is disturbing because we are increasingly looking for brands to have a larger impact on our life and buying choices, and the brands that stand out and choose a concrete positioning and purpose to get behind will be the ones who will be able to move forward in the future.
The article covers many other practical implications, but what I wanted to highlight is the fact that it is beneficial for every brand or business to have a unique position and purpose.
You can read the full article in Adweek here.
Written – by ‘rouk