Verse Group and Jupiter Research Release Breakthrough Study on Marketing During Economic Crisis
Posted on: Thursday, 11 December 2008, 12:58 CST
This new study was conducted among senior marketers at 101 major companies.
Marketers believe that brand marketing is broken. This breakdown is magnified by the economic meltdown. If companies are going to recover quickly, they will have to embrace a bold new approach to branding based on narratives.
Among the key findings:
- Traditional brand positioning and advertising have lost their effectiveness.
- Companies that adopt new narrative approaches to branding will out perform those who stick with the traditional brand positioning approach.
- 89% say that marketing is under greater scrutiny than ever before.
- Top three trends are shifting to non-traditional media, adopting brand stories and using design for competitive advantage
"If companies such as GM, Dell and Sony are to regain their competitiveness, they have to retool their approach to marketing, not just their products," said
"Smart marketers are elevating design to a strategic level. They understand how great visual design can translate into strong competitive advantages," said
The report, "A Shift In Marketing", can be downloaded at: www.versegroup.com
Verse Group(R) is the independent brand consultancy that combines practical marketing experience with a storyteller's creativity. Narrative Branding(R) is our breakthrough approach for creating brands by engaging customers through design, metaphors, co-creation and a compelling narrative arc. In short, it is an approach to branding that is created for today's world.
Our multinational clients include: Samsung, Marriott International,
SOURCE Verse Group
Source: PR Newswire
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