Consumers are highly influenced by brand language and look to experts and recommendations rather than advertising on TV or social media when identifying the best brands to buy, according to new Wunderman research Wantedness.
The research of 2,000 UK and US consumers finds 85% of British consumers say there are only a handful of brands that set the standard for excellence across the market – a standard by which they judge all brands.
In Marketing Week, Wunderman UK Managing Director Chris Daplyn talks Wantedness, stating “When a brand thinks about their marketing, they have to craft and understand the whole experience. We used to live in a traditional world of customer journeys but now there are multifaceted ways that consumers can engage with brands.”
Read more about Wantedness here.