Today, consumers are smarter and pickier. They listen to what’s relevant and filter out the banal. Cutting though the communication clutter is hard, especially when the consumer expects to be spoken to as a unique individual, with insight about their world and about benefits that are worth listening to. Strong ad creative and message has never been more important. Without powerful communications that capture attention, are distinctive and give a reason to ‘Pick me, choose me’, advertising will fall on deaf ears.
We have found in our global branding and advertising studies, that consumers in Australia and New Zealand have a different relationship with brand messaging than anywhere else in the world. A country of savvy, pragmatic consumers, Australians need more than just a brand name, they seek specific attributes and benefits. Advertising needs to communicate real benefits based on real consumer needs.
Everything consumers hear, see and experience from a brand will affect how they respond to it in the future. Our framework can help you build the future you want for your brand. We tell you where to put your marketing dollars and the best way to communicate your brand message to grow your brand and share.