The new brand-perception battleground
Abstract:
Despite the investment, most customer and user experience tweaks are completely forgotten according to Kahneman's peak-end rule of memory. The stories that stick define your brand and decide your fate. We asked 3600 customers "What is your most vivid memory of this brand? We used AI to code the responses in terms of their positivity, touchpoints, and resulting perceptions. The results showed that being able to retrieve a defining brand memory was a significant and potent predictor of brand love and intention to increase usage.
Tracking brand memories clearly matters but you will need to join this talk to hear the full details on how it elevates brands in ways that impact strategy and budgeting immediately.
Research Papers
The new brand-perception battleground
Catalogue: Insights Festival 2020
Author: David Evans
Company: Microsoft
September 15, 2020
Webinars
Best of ESOMAR Italy: Understanding consumers in the current technoculture
Catalogue: Webinars 2021
Authors: Kristin Luck, Giulia Fabrizi, Alberto Stracuzzi, Piergiorgio Rossi, Mario Dughi, Leanne Tomasevic, Grant Feller, David Evans, Robert V. Kozinets, Rossella Gambetti, Silvia Biraghi, Angela Beccanulli, Fabio Delton, Maria Ryzhikova, Elisa Ventrici, Stefania Boleso
May 21, 2021
Research Papers
Reel happiness
Catalogue: Congress 2015: Revelations
Authors: Graeme Lawrence, Anna Cremin, Kelly McKnight
October 1, 2015
