Due to an evolving economic landscape and shifting consumer values, communications strategies must be re-examined to meet new consumer needs. Iconic brands have disappeared from the landscape, while others are emerging as new heroes.
We believe that brands that don’t work toward distinction, risk extinction. MS&L’s consumer marketing approach is centered on Brand DistinctionSM, a research-based tool we developed to help understand a brand’s extinction risk and distinction opportunity. We conducted online consumer research among 1,000 adults 18+ to capture current and evolving brand values in key consumer categories, and developed a proprietary scoring method to identify gaps between brand messaging and consumer brand decision priorities.
To learn more about how to drive brand distinction and avoid extinction, please download our research white paper.
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