How brands blossom in an increasingly complex world of choice

Lisa Leckie

This paper illustrates how digital ethnography helps companies build more meaningful experiences that result in stronger brand loyalty.

How brands blossom in an increasingly complex world of choice

Lisa Leckie Cheskin, United States

CONSUMER BRAND RELATIONSHIPS ARE ERODING

The days are long gone when a marketer could predictably project their brand's loyalty based on ad dollars spent or promotional activities launched. Traditional avenues for creating and building brand loyalty are rapidly dissolving, replaced by a myriad of complex, interrelated new mediums, networks and devices. As technology pervades and redesigns daily life, consumers are learning to demand more from brands than ever before. They expect higher levels of customization, greater degrees of personal attention and increasingly, more personally...

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