Editorial: It's tough being a consumer today

Judie Lannon

In her editorial, Judie Lannon introduces the Quarter 1, 2010 issue and addresses the ways in which consumers respond to frustrations with digital brands

Editorial: It's tough being a consumer today

Judie Lannon

Consuming in the analogue world is easy. If I want to try Ariel instead of my usual Persil, Kenco instead of Nescafé, or Tesco's brand instead of Andrex, all I have to do is nudge my hand further along the supermarket shelf. Loyalty is in the mind, my mind, to be strengthened or weakened at will, my will. All fmcg markets contain a number of competing brands where the top two or three often have very similar shares.

In dramatic contrast, Kieran Levis (page 22) describes the way things work in...

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