How your brand can harness consumption occasions to attract more people, more often and more easily

To succeed, brands need a deeper understanding of the world we all live in and a broader sense of what brands add to our lives. Working out how context influences the brands that people choose means understanding their everyday reality: their values, opinions and norms. Brand research must therefore capture how consumers think and act in common purchasing situations, to create a holistic picture of how consumers and brands interact. This session is supported by Ipsos’ extensive research on research and findings from Emmanuel Probst’s book “Assenblage – The Art and Science of Brand Transformation.”

Key takeaways:

• How context influences the brands that people choose.
• How to understand and track comprehensive drivers of brand choice that are often ignored in brand research.
• How new and different occasions can become relevant to future success and what is needed to overcome competition in those different situations.
• How your brand can plan for future success and how perceived empathy can play a critical role.