Spanish consumers and manufacturers are showing signs of a mismatch regarding needs and expectations from brands and advertising. During the spring of 1971 Inner Research conducted research applying a qualitative methodology to the brand issue. Co-sponsored by the advertising agency BBDP/Mancebo Kaye this research looked into the perspectives of two target groups: consumers and marketing professionals comparing their perspectives regarding brands and advertising. Some of the main questions that led the research were: is the world of marketing in line with the world of the consumers?; have any changes occurred in the consumers relationship with brands advertising and marketing and if so what are those changes? is marketing aware of and accepting those changes? what is the underlying mindset that marketing uses in its relationship with consumers? and to what extent is that mindset valid under current market conditions?