Maintaining cultural relevance, being relatable, authentic, and taking the time to truly understand an audience’s beliefs and values has never been more important for brands than it is now.
Many studies have explored the value of an emotional connection with your audience, consistently demonstrating the long-term brand impact in such an approach.
In Metrics that Matter, an effectiveness study conducted by Magnetic and Carat, brand relevance was found to have the strongest link to brand KPIs. Other studies support this evidence too. Kantar’s BrandZframework points to brand affinity playing a key role in driving growth. Both...