Landor Perspectives 2008 - Power shift: thinking differently about consumers

Cheryl Giovanni

There was a time when managing brands wasn’t so complex. With varying degrees of simplicity, brands such as Kellogg’s, Coca-Cola and Heinz acquired dominance by creating easy-to-understand identities that resonated with consumers and then "speaking to" their audiences through a finite number of channels.

Perspectives 2008 - Power shift: thinking differently about consumers

Cheryl Giovannoni

There was a time when managing brands wasn’t so complex. With varying degrees of simplicity, brands such as Kellogg’s, Coca-Cola and Heinz acquired dominance by creating easy-to-understand identities that resonated with consumers and then “speaking to” their audiences through a finite number of channels.

Fast-forward Fast-forward 50 years and add to the mix a competitive marketplace, channels proliferating exponentially, and power to the people that couldn’t have been imagined before. The oncerestful world of brand owners has been turned on its head.

Before going any further, it’s important...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands