Lisa Zielinski’s Post

📊 Ipsos research illustrates that more than half of the determinants for brand choice are influenced by context, varying with category. This is the rationale behind our belief that there's a need to transition from static brand growth frameworks to more fluid contextual brand choice models that adapt to the fluctuating environments where brands and consumers coexist. Recognising and adjusting to this dynamic environment is not only advantageous but crucial. In this paper, we utilise our research findings to emphasise the unquestionable impact of both micro and macro contexts in moulding consumer choices. In particular, we examine: - Why context is key to brand choice and the importance of functional, emotional, and societal expectations. - How contextual understanding can help brands to identify their true competition. - What types of decision-making habits stop people from switching brands. - The changes in socio-cultural or economic context that can inspire new ways for brands to grow. Click here for more white papers to help you unlock Brand Success 👉 https://lnkd.in/esyzh8Ex #Brands #BrandGrowth #Context #BrandChoice #Ipsos

📈 What can you expect from the Sunday Times GenNext 2024 report? Get key business insights by asking questions to shape your strategy: 🌟 What makes brands cool and relevant to connect well with the youth?  💡 Do we grasp the youth's perspectives on the world and engage with them effectively?  🏠 Do they hold buying or decision-making influence in their households?  🔄 How can we engage with youth throughout their lives to build awareness, consideration, retention, and loyalty? The 20th edition research offers trended data, pinpointing key drivers of youth behaviour. Utilise these insights to shape marketing strategies and boost business growth. 🔗 https://lnkd.in/dUvntYG2 #GenNext2024 #BusinessInsights #YouthMarket #Yellowwood #STGenNext

This week, take just 30 minutes on Wednesday morning to understand more about how younger consumers are affecting EVERY brand, not just youth brands. And pick up the 7 Principles to Better Engage Emerging Adults. Register at the link here #brand #marketing The Marketing Society IPA (Institute of Practitioners in Advertising) #consumerengagement #GenZ #marketresearch We Are Futures

Curious about what it takes to win the hearts of the youth? 🌟 Learn from the COOLEST Award winners with the GenNext report. Gain insight into proven strategies for youth engagement and brand influence.  Explore the data now ➡️ https://lnkd.in/eNk4ynVm #CoolBrandStrategies #GenNext2024 #YouthTrends

Wow what a year! As 2024 draws to an end, I am reflecting on what a remarkable year it has been for us at Annalect. We’ve achieved significant milestones: serving over 100 clients across 35 markets from our Nordic hub and expanding our team with passionate new colleagues who share our dedication to technology and marketing decision support. I’m proud of what we’ve accomplished. Looking ahead to 2025, I expect marketing decision support to remain critical. Leveraging data to drive smart marketing decisions and brand growth is more important than ever. Here are four trends I believe will be pivotal for brands: 1. The Changing Digital Landscape The digital ecosystem evolves rapidly, yet many brands struggle to monitor consumers holistically across platforms, relying on fragmented insights. Now is the time to adopt cookie-less digital attribution solutions for a comprehensive view of cross-platform performance and incrementality. This shift empowers informed decisions in a privacy-conscious world. #cookie-less #WalledGarden #Privacy #DigitalAttribution 2. From Insights to Forecasting While companies use data to track trends, fewer leverage it for forecasting and scenario planning. The foundations are often in place; what’s needed is a mindset shift to use data more actively. Small adjustments to existing data processes can unlock forecasting capabilities, helping businesses adapt to change. #Forecasting #ScenarioPlanning #Prediction 3. Understanding Brand Value Post-COVID competition has intensified, making strong brand equity essential. Brands must understand which attributes drive sales to navigate price increases and improve marketing ROI. Assess whether your brand is measured by the right metrics and how your KPIs relate to sales outcomes. #BrandValue #BrandKPIs #BrandTracking 4. Embracing Macro Trends In 2024 shifts in consumer behavior created both challenges and opportunities. Brands that understood how macro trends influenced sales adapted their strategies effectively. Monitoring these trends will remain critical in 2025. Identify and adjust to significant trends in your industry to stay ahead. #MacroTrends #Competition #ConsumerConfidence As we step into 2025, I feel energized by the opportunities ahead and deeply appreciative of the amazing teams and partners who make our achievements possible. Wishing everyone a successful and impactful 2025!

New year, new campaign trends 👀… I recently joined a webinar with Kantar on creative execution and trends for 2025. It was packed with thought-provoking insights that got me thinking about how we approach campaigns. Here are 5 takeaways that stood out 👇🏽 1️⃣ Humanise the brand – Forget faceless entities. Make your brand relatable, approachable, and real. 2️⃣ Find emotion in function – It’s not just about what your product does. Build emotionally charged stories around everyday experiences it enhances. 3️⃣ Visualise progress through people – Innovation isn’t just about flashy features. Showcase how it changes lives on a personal level. 4️⃣ Connect innovation to personal breakthroughs – Tie cutting-edge solutions to individual empowerment, and make the benefit feel personal. 5️⃣ Prioritise authenticity over authority – Drop the corporate tone. Trust is built through raw, honest, and relatable narratives. With these 2025 trends in mind, which one do you see shaping the future of your campaigns the most? 🔮

For marketers and strategists, it’s easy to become overwhelmed by an abundance of consumer data, trend reports and performance metrics. It can feel like the more inputs you have, the less clear things get—and the more work you have to do to get to meaningful insight. Data is useful, of course—but it largely tells a story of the past. And in order to create and nurture meaning, #EmergentBrands need to tell stories about the future. 🗳️That’s where Democratized Engagement comes in. This mindset is all about the human-centric inputs that help your brand move forward. The latest chapter of our Building Emergent Brands guide—on shifting from reliance on consumer data to Democratized Engagement—has plenty of tips, tools and prompts to get your team started: https://lnkd.in/ggGJHfzV

If you've ever tried to square the circle of wildly different data for key brand metrics you might be interested in our latest proprietary research. We've gone quanty on quant research to demonstrate the impact of subtle questionnaire changes on the findings, first up is a comparison of two different ways of asking brand awareness! https://lnkd.in/egJfFd2y

🔥 Hot off the press!! 🔥 New research from Unstereotype Alliance convened by UN Women proves unequivocally that #InclusiveAdvertising boosts sales and brand value. Based on an analysis of 392 brands across 58 countries, brands with more inclusive advertising practices... ➡️ ...sell more (3.46% higher shorter-term sales and 16.26% higher longer-term sales) ➡️ ...are considered and trialed more (33% higher strong consideration, 62% higher likelihood of being a consumer’s first choice, and 8% higher incidence of being trialed) ➡️ ...enjoy higher customer loyalty (23% lower chance of being abandoned after trial and 15% higher loyalty) ➡️ ...are valued greater by consumers (54% higher pricing power) ➡️ ...have higher brand equity (8.3% more meaningful, 12.1% more different, and 9.4% higher salience). Lastly, these benefits are "found regardless of product category or geographic market." So now we ask, which brands - amidst the DEI backlash and turmoil - are brave enough and compassionate enough to invest in the future? ⏩ Sign up for our newsletter here for more up to date research and insights on marketing, advertising, communications, and how the industry intersects with inclusion: https://lnkd.in/gnddWeBT Read and download the full report here: https://lnkd.in/ei6Q7q_W [Alt text embedded in the image]

How did 600 top brands outperform leading financial indices? Our next-generation Brand Intimacy Study is our largest yet, utilizing big data and artificial intelligence to rank and analyze over 600 of the world’s leading brands based on emotional connection. The study reveals that intimate brands recorded higher annual profits compared to S&P Global and Fortune 500 Companies. Furthermore, the report highlights that brands with high intimate quotient scores experienced higher engagement rates, with consumers showing a willingness to pay premium prices for their products or services. For more insights on why these companies are outperforming, download the report here: https://lnkd.in/dHVJdntK #BrandIntimacy #MBLM #BrandResearchStudies #BrandingAgency