Using Marketing Science to Inform Brand Strategy for Business Growth

Join us on January 23 to hear how using marketing science to identify the rational and emotional drivers of choice can inform a narrow focus for brand strategy. Many organizations deliver creative executions that are not linked to drivers of consumer choice within a category and as such, fail to take market share from competitors.

This Insights Studio will focus on the importance of establishing a narrow focus for communications by identifying and communicating the rational and emotional drivers of choice within a category. After all, creativity (and business outcomes) flourishes with a tight brief.

Leading experts will explore key themes in our science-driven approach to building brands, leveraging David Ogilvy Award-winning case studies.

Attendees will further their understanding of:

• Measuring the relative importance of the nine discrete consumption emotions in creative execution for acquisition of customers.
• The importance of a brand strategy based on endurance, tenacity and brutal singularity for driving growth.
• Developing a creative brief based on drivers of behavioral change whilst letting creativity flourish.
• Establishing a playbook of creative devices which move the needle on brand choice drivers.
• How to communicate price without a price point to drive market share.