Brand Purpose and Cinema

Using a new global study, NCM, a wholesaler, and ScreenVision, a media company, put cinema under the spotlight and compared its performance with all other media channels, from TV to digital.

Introduction

"Consumers increasingly expect brands to have not just functional benefits but social purpose". Harvard Business Review, Competing on Social Purpose, September - October 2017, Omar Rodgriguez Vila and Sundar Bharadwaj.

More than ever marketers are seeking to communicate a deeper meaning and purpose for their brands in order to attract and keep customers.

But communicating this depth and complexity is difficult in a world where people are bombarded with so many commercial messages every day that many don't even register.

Using a new global study, we put cinema under the spotlight and compare its performance with all other...

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