Why the Next Generation of Consumers Sits at the Intersection of Brand and Performance

Brands have traditionally understood the path to customer conversion lay in frequent, repeated messaging through advertising communications in multiple environments. But today, it’s clear such a simplistic approach is not enough, and consideration is no longer just a game of frequency. Customers are looking to build connections with brands that feel personal and real.    

From every angle we are seeing the emergence of new shopping and media consumption behaviors in new generations, but there is one theme that is consistent throughout and that is availability, on demand and in all environments at the point of need. The challenge for the best marketers today is to leverage these new behaviors to build influential and high performing brands.

Today’s increasingly complex consumer landscape makes the intersection of brand and performance a moving target. We won’t find it in channels, or at the transition points between them. We won’t find it in data or technology, creative or measurement. 

The intersection of brand and performance is found within people, rooted in the maturity, health, and mental availability of their brand relationships at any one time. Brands must learn to navigate the complexity to create experiences that create value for both customers and their own bottom line.

iProspect’s Brand and Performance Series provides key recommendations for driving growth, outlining why when brands think about traditional brand building tactics and channels they must also think about audiences, how to activate, allocate budget, and optimise through a performance mindset, thus creating truly integrated thinking, all the way through to execution. In this issue, The Next Generation, iProspect presents five immediate changes brands can make to maximize growth at the intersection of brand and performance. 

Download Brand and Performance Issue One: The Next Generation now to ensure you are and accelerating tomorrow.