This multi-year project’s objective is to understand how brands reacted to the events of 2020 and what the long-term implications were. In that fateful year, brands encountered a pandemic-driven recession, lockdown and periods of social unrest, along with the impact of economic stimulus, leading to the current state of inflation. Questions this study looks to address include, what happens to a brand’s market share if it goes “dark.” Was this different than previous recessions? How long was recovery? Did small brands take advantage of inexpensive media and if so, how did this affect their market share? Findings from the initial year are now available.
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Over the last six months, social media has received a lot of attention on numerous fronts, from economic challenges the platforms are facing to changing hands in ownership to the recent Congressional hearings. This event looked at consumers’ current relationships to social media and their perceptions of social media platforms and use cases. Experts from the Social Council reported on the results of a survey of 2,490 social media users that they had conducted in partnership with Dynata that took a deeper look at social media’s role and function in the daily lives and experiences of its users. The findings unveiled eye opening insights and opportunities to help marketers understand where and how they can engage their target audiences on social media.
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Negative or outlaw film and television characters, like Breaking Bad’s antihero and drug kingpin Walter White, are liked and trusted less than their real-world counterparts, yet can be effective product endorsers, new research has found, opening the door to a novel and creative marketing tactic.
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Some ads promoting pro-environmental behaviors put human-like faces on natural images like oceans, volcanos and forests, among others. Marketing scholars ask: which anthropomorphic character is more effective—one that is happy or sad? The answer lies in whether the content is perceived as a sudden disaster or an ongoing tragedy.
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