What’s in a Brand?

As reported on Ad Age, BBDO conducted a study of 5,000 people in 26 countries, examining their daily behaviors to look at what kinds of products and brands they use in their daily routines. If you think about which products you use every day, from the Starbucks you buy on your way to work to the Crest toothpaste you use before bed, there are so many opportunities for marketers to work their way into your routine and convince you to switch brands or products. The challenge is developing campaigns to target consumers by appealing to them on an intimate level. 

The study generated statistics about the participants’ routine activities and products used by people of different backgrounds in different cultures. The results of the study allowed marketers to find specific marketing opportunities that would reach consumers on a personal level, depending on their daily activities. Thinking about which brands I use every day, I realized that simply because I have purchased their products for so long, I tend to buy products made only by certain brands. There are so many opportunities for marketers to get their brand names in front of people once they understand their habits and purchasing behavior, and studies such as this help to connect the marketer and the consumer on a deeper level.