Tuesday, October 27, 2009
Americans Want Brands that Inform
Helping consumers keep up to date on topics that were important to them was also key, followed by being entertaining, becoming part of a daily routine, and informing consumers about the product and the company. Consumers were relatively uninterested in brands that tried to act like their friends.
Unsurprisingly in a difficult economy, consumers said the most relevant thing a brand could do for them was offer discounts. That topped various social and creative efforts such as online communities and brand-created video or TV programs.
Word-of-mouth was the No. 1 purchase driver according to the surveyed consumers. Face-to-face recommendations had significantly more weight with respondents than TV ads, advice from online friends, e-mails or Websites.
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