Brands are no longer fully in control

Emmanuel Probst

This article summarizes a major Ipsos research study into brand choice.

In January 2023, Colombian-born singer Shakira teamed up with Bizarap to release ‘BZRP Music Sessions, Vol. 53,’ which aimed her savage lyrics at ex-partner and former Barcelona soccer player Gerard Piqué and his girlfriend Clara Chía Marti. In this song, Shakira likened Piqué’s new romance with Marti to downgrading to a Casio watch, while comparing herself to a Rolex.

The song quickly spread on social media, garnering almost 450 million views as of April 2023. The brief mention of these brands boosted visibility for both watchmakers, earning Casio $70M in Media Impact Value, of which $41 million was generated through...

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