For some while now - about the past five years - we at Ogilvy & Mather have been noticing that brands are having to work harder to matter to people. If people are asked whether brands matter, more than half in developed countries and still more in developing countries say yes. Mattering is quite a high bar, so these figures seem significant to me. However, our research shows that consumers are demanding much more from their brands: a logo, a reason why, an emotional promise, a cultural belief - all of these may no longer be enough.
If you get...
