What is a (Successful) Brand?
New research suggests marketers do not agree on the main characteristics of a brand, the role of brands and the drivers of brand success. Read more »
brand purpose
Making Prosocial/Cause-Related Ads More Effective
Last year, we reported on an analysis which found that many advertisements with prosocial and cause-related messages are not as effective as surveys on consumer attitudes suggest. This urged researchers to explore how to make such ad messages more effective. Several new studies provide insights on this issue. Read more »
- Targets & Segments
- Article
In Pro-Environmental Social Appeals, Just One Tip Drives Sustainable Behaviors
Brands, nonprofits and social media influencers that are environmentally conscious often post tips to promote sustainable behaviors. Can one tip work as well, or even better than several tips? It depends on the audience’s level of concern about the environment, and the perceived authenticity of the source, new research finds.
Member Only AccessThe Importance of Employee Treatment
Most discussions about corporate social responsibility are focused on companies’ efforts regarding sustainability and societal goals. A new study shows that many consumers think that a company’s concern for and treatment of their own workers is a key element of CSR. Read more »
Diversity/CRM, ESG in Advertising and Polarization/Backlash
We have seen an upswing and change in the inclusion of values in advertising, especially the increase in cause-related marketing (CRM).
White Paper on Cause-Related Marketing
The ARF has released a comprehensive white paper on the effectiveness of cause-related messages in advertising.
Building Brands with Empathy
This research suggests that empathy appeals in branding and advertising should be considered. Read more »
Improving Purpose-Driven Ads
GfK studies suggest that “innovation and creativity” are needed to make purpose-driven ads as effective or more effective than “mainstream” ads.