How behavioural science explains the brand gap

Agencies and advertisers don’t always act on established industry best practice and fail to invest enough in brand building – leading to what Work Research refers to as a “brand gap”.

Agencies and researchers are well aware of the gap between what consumers say they do and what they actually do – one reason for the growth in new research methodologies involving biometrics and neuroscience that measure unconscious responses. But agencies and advertisers are equally guilty of saying – or knowing – one thing but practising quite another.

Work Research talked to 150 agency planners, buyers and clients, as well as carrying out two dozen interviews with senior practitioners, “to really get an idea [of] what was going on in the industry”, founding partner Justin Gibbons told the Mediatel Future...

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