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The DNA of Brand Distinction 2010: Transition, Transformation & Activism in the New Consumer Economy

By: MS&L
MS&L

As 2009 draws to a close and marketers prepare for 2010, the unprecedented changes that defined the past year must be acknowledged, analyzed and understood to survive and thrive in a radically transformed marketplace. The extraordinary values recalibration that consumers are experiencing as a result of the near collapse of the global economy is expected to define purchasing priorities for a generation. The brand landscape has also been transformed. Icons disappeared, stalwarts teetered on the brink and new heroes emerged. In the brave new marketplace born out of the 'Great Recession', 64% of consumers say they will never spend as freely as they did before the recession, and 62% say they do not miss many of the things they gave up because of the recession.1 Given these market forces and trends, brands have two choices - distinction or extinction. Only brands that achieve true distinction and "non-negotiable" status will survive this protracted period of economic challenges. Thus, it is more important than ever for marketers to fully comprehend and effectively activate around the evolving DNA of brand distinction.

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Published:  Apr 28, 2010
Length:  5
Type:  White Paper
Tags : 
ms & l, csr, branding, brand management, activism, navigation, elasticity, brand