How much does political positioning affect a brand’s value and performance? Quite a lot, according to this new MSI working paper. It argues that business performance and firm value are driven, in part, by how closely a brand’s image aligns with that of the winning (or losing) party in a US presidential election. This goes beyond the impact of actual policy or regulatory changes. So how does a highly polarized political environment affect a brand? It presents opportunities and threats, which ultimately impact a firm’s value and performance.
At ARF’s May 12th Insights Studio, “Media Targeting: A Brave New World,” we heard what Real Chemistry, a healthcare-specialist technology and innovation company is doing to extrapolate consumer behavior data — along with de-identified health and drug data and other real-world information — into marketing insights and action. They were joined by Walgreens, who shared how they are reaching consumers responsibly and precisely.
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Do you ask Alexa from your smart speaker to purchase items for you? Research shows that voice-activated, AI-enabled devices are becoming increasingly important for online retailers. They can increase search and even purchase, especially among younger consumers and for categories of high purchase frequency or low substitutability. Rather than cannibalizing other channels, use of such devices creates positive spillover, since shopping is integrated into other, consumer routines.
Consumer packaged goods have experienced increasing fragmentation in recent decades. This is most often attributed to millennials’ preference toward smaller and seemingly more “authentic” brands. But is this true? New research suggests that generational differences in “consumption capital” may be an even more significant factor. This is based on the range of products available over time.
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