When Brands Matter, People Care. Otherwise Not So Much.

According to Havas Media, the people you’re trying to reach today don’t like you and don’t want to hear from you. In fact, the agency’s new study (that took into account the views of 50,000 consumers across 14 international markets) found that most people would not care if 70% of brands ceased to exist.

Hernan Sanchez Neira, CEO Havas Media Intelligence, says, “It’s clear from our analysis that we need to take a new look at the relationship between brands and consumers. Nowadays we want so much more from brands than just promises or stories. Brands that manage to create better relationships dominate the marketplace.”

More than just promises and stories? Yes. it’s time to do something for your customers. Time to provide real value, not just in your service or product offering, but in your marketing, as well.

Let’s hear a bit more on the topic from Havas’ Umair Haque:

Hat Tip: Good

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Think you mean “bit,” sir. 🙂 

  2. Ela Locke says:

    There is no doubt that product advertisement in the digital age is exponentially different from its former days. New media technologies have allowed consumers to have a voice in what products they like and why some should be improved (or not exist at all). The researchers and artists who I am currently working with are also examining this change in consumer advertising. We recently interviewed an advertising executive, Gary Jordan, who also highlights this need to redirect advertising goals to achieve an emotional connection with the target audience. You can view the interview here to see what I’m talking about: http://whoweam.com/onourradar/gary-jordan/ . Do you think modern technologies, like social media sites and tablets, can provide companies with an outlet to do more than just sell their product, but actually create an emotional relationship with their buyers?