In today’s world of deadly viruses and impassioned social protests – none of which will be subsiding anytime soon – brands cannot afford to simply go through the motions of “doing good.” COVID-19 and the racial equality movement have raised the stakes when it comes to social responsibility; brands cannot sit still – but issuing predictable press releases followed up with little action simply won’t cut it.
In the latest episode of GfK’s Thinking Ahead podcast, brand experts Eric Villain and Amy Wills explore the opportunities and pitfalls for brands in this fraught landscape. How can brands make a difference while staying true to their identities and consumer expectations? How can they discover a renewed sense of purpose in the middle of crisis?
Eric has over 25 years of experience in marketing insight spanning a wide array of brand management disciplines, including innovation, positioning, communication development, tracking, brand equity, market segmentation and customer satisfaction. Eric also holds a passion for creating successful, highly collaborative teams.
Amy has over 20 years of brand and communications research experience. She has worked extensively with domestic, as well as large international research efforts with a keen focus on providing quick turn around deliverables with actionable insights and visually appealing reports. She has done considerable research developing programs for measuring, tracking and developing strategies for building brand equity and improving brand health.
GfK’s new guidebook for “citizen brands” draws on a variety of GfK studies, plus the expertise of our brand team, to deliver clear recommendations in uncertain times. This practical handbook explores
This is a podcast about research, innovation, and discovery. Each episode will give you new insights into today’s consumer, and prepare you for tomorrow’s marketplace.
Subscribe to GfK Insights