Emerging Stronger - Building Brands in a Transformed World

This report considers how where brands can handle a world dominated by e-commerce, how global marketers can deal with the mass migration from linear TV to streaming services, and how brands can establish trust and credibility among consumers.
  • Consumers who have adjusted to e-commerce are unlikely to return to old habits and marketers might want to rethink the assumption that branding and shopper marketing are distinct, incompatible disciplines.
  • Massive investments into streaming services have resulted in a mass migration from linear TV to streaming services; this is a net negative for marketers, because a growing share of the content that consumers will be watching on their television sets is ad-free.
  • Brands should decide which issues and values matter most to them and their customers, then proactively building equity around those issues so that there is no room for...

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