Edelman released its second annual “brandshare” study this week, and the project’s findings are both challenging and encouraging. In short, consumers are not completely satisfied by their relationships with the brands they know — and the industry is moving closer to determining what, exactly, such “relationships” should entail. Most importantly, brands that created “multidimensional” relationships with consumers saw big, measurable gains.
Some of the study’s findings serve as a good follow-up to a survey released by WPP in September, which found that 55 percent of respondents simply don’t see the point of “friending” a brand. Highlights:
- 87 of respondents around the world say they want “meaningful relationships” with brands
- Yet 66 percent say brands don’t share with them at all — and 70 percent say that, when they do, it’s only due to “a self-centered desire to increase profits”
Today we spoke to Jen Cohan, president of Edelman New York, to learn more about takeaways from this year’s brandshare.