brands & branding

• Article

Navigating Uncertainty: Strategic Insights for Marketers and Brands Exclusively from ARF & MSI

• ARF
• MSI

In a time of persistent consumer unease, The Advertising Research Foundation (ARF) and the Marketing Science Institute (MSI) have joined forces to deliver timely, evidence-based insights on how marketing leaders can navigate uncertainty with empathy, agility and strategic foresight. Their complementary reports offer both psychological and organizational guidance, arming researchers and brand decision-makers with a holistic toolkit for resilient, value-driven marketing.

• Article

Managing Brand Crises: Timing is (Almost) Everything

• Article

Beyond the Spike: How Stakeholder Response Patterns Predict Retail Crises and the Impact of Retailer Reactions

• Targets & Segments
• Article

Brand Strategy in Uncertain Times: How to Build Trust and Relevance

• ARF
• Knowledge at Hand

When the world is thrust into turbulent times, understanding how consumers respond to uncertainty is essential for brand resilience. This report from the ARF explores enduring behavioral patterns, recent shifts in consumer expectations and actionable strategies for marketers to sustain trust and relevance in volatile times.

• Article

Consumer Behavior in Times of Uncertainty: Insights for Brand Strategy

• Article

ARF Knowledge at Hand: Consumer Behavior in Times of Uncertainty: Insights for Brand Strategy

• Past Event Highlights
• Article

ATTENTION 2025

• ARF

Industry leaders gathered at ATTENTION 2025 on June 5 to explore the evolving science of attention measurement in advertising. This event featured new research from advertisers, agencies, and academics, including preliminary findings from Phase 3 of the Attention Measurement Validation Initiative. Attendees gained actionable insights into scalable attention metrics, their role in optimizing creative and media strategies, and how brands can better identify and engage audiences to drive results.

• Targets & Segments
• Article

The State of Retail Media Networks & Consumer Behavior

• Shopper 2025

On May 21, the industry’s top minds gathered in Chicago for a look at the future of retail, media, and consumer behavior and dove into the rapidly evolving role of Retail Media Networks (RMNs). Attendees gained actionable insights on the opportunities and challenges that RMNs present. Leading experts led discussions on optimizing RMN investments, navigating sales attribution complexities, adopting an "omni-normal" approach to connect with shoppers across all touchpoints, harnessing AI for brands and consumers, and more.