brand loyalty

Defying the Odds: What Long-Term Brand Winners Do Differently

Defying the Odds: What Long-Term Brand Winners Do Differently

  • ARF | ARF Cognition Council
  • ARF ORIGINAL RESEARCH

Based on two decades of Brand Asset Valuator (BAV) data and a complementary custom study, this ARF Cognition Council report examines why some brands maintain strength over long periods while most decline. The research identifies differentiation, consistency, cultural relevance and sustained visibility as critical drivers of long-term brand resilience in the face of market and consumer change.

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Variety Plays an Important Role in Forming New Consumption Routines

Variety Plays an Important Role in Forming New Consumption Routines

  • MSI

Learn the role of product variety in forming new consumption routines with this recent MSI working paper. Researchers Sarah Memmi and Jordan Etkin conducted a six-week field study focusing on flossing habits. They found that using a variety of dental flosses, as opposed to a single type, can help consumers engage more consistently in the new routine. This research suggests that variety not only makes the routine more enjoyable but also aids in preference development.

The findings challenge the traditional view that uniformity is key to habit formation. Instead, incorporating variety can be a simple and effective strategy for both consumers and marketers to enhance engagement and loyalty. This research provides actionable insights for creating and maintaining consumption routines, particularly in health-related behaviors.

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How Do You Stimulate Great Creative and Measure It?

How Do You Stimulate Great Creative and Measure It?

  • CREATIVE EFFECTIVENESS 2023

At our second annual Creative Effectiveness event, industry visionaries discussed the perspectives, theories, and resources they employ to develop and measure great creative. Attendees joined us in New York City or via livestream to hear fresh insights on the advertising landscape: from using AI as a stimulus for creative to extracting behavioral data and using that to try and inspire creative. Immediately after, we honored the teams behind insights-driven advertising with the ARF David Ogilvy Awards ceremony and dinner. The Gold, Silver and Bronze winners were announced, as well as the reveal of this year’s prestigious Grand Ogilvy Award recipient.

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