UK consumers wouldn’t care if 75% of ‘tired brands’ ceased to exist
New research from independent creative agency Impero has determined that the vast majority of UK consumers (70%) are more likely to avoid brands that they see as tired.
The study of 2,000 shoppers of all ages and incomes across the UK mirrors recent studies that suggest consumers wouldn’t care if up to three-quarters of brands ceased to exist.
Ben Hyde of Impero said: “Through this study, we were able to identify four pillars of brand vitality: ambition, boldness, surprise and relatability. Ambitious brands don’t follow trends, they create them; bold brands challenge the status quo and reinvent themselves; surprising brands can adapt and excite and don’t get bogged down in their own heritage; while relatable brands genuinely share the values of their target market.”
Perhaps unsurprisingly, vitality is even more important to the youth. An incredible 88% of consumers aged 16-28 say they ‘probably’ or ‘definitely’ spend more with brands that are bold, surprising, ambitious and relatable
Within some industry sectors, around a quarter of higher earners are spending more than £1,000 a year with brands that are ambitious, bold, surprising or relatable, over their tired competitors.
Hyde added: “We believe fixing brand tiredness can boost profits and win back shoppers, and is a particularly effective way to engage younger consumers and higher earners, with significant sums at stake in key sectors. The good news for all brands is that 85% of respondents say they would go back to a formerly beloved brand if it revitalised itself to be ambitious, bold, surprising or relatable once again.”
Source: Media Tel
Top UK Storytelling Brands 2015
The first job of any advertising creative is to engage the audience, to attract and hold their attention, and story ads do just that. Story ads typically result in greater enjoyment and engagement than non-story ads, observed as providing greater ability to attract attention and be remembered.
In 2015, it seems tech brands are embracing and delivering more effective storytelling techniques in their advertising against many food and drink brands for the first time, according to the UK top storytelling brands survey commissioned by Aesop. The report, now in its third year surveyed the views of over 2,800 people on their views about 154 major brands.
Top Storytelling Risers and Fallers:
The usual food and drink favourites have been overtaken by tech companies that have boosted their credentials in the public’s eyes through storytelling:
- Virgin Atlantic was one of the biggest risers in the top 20, from 46th to 17th.
- Cadbury falls from second place in 2014 to 27th.
- McDonald’s tumbles from 3rd to 43th.
- Walkers from 5th to 29th.
- Coca-Cola from 6th to 39th.
Although tech giant Apple has reigned as the UK’s top storytelling brand for two consecutive years, other significant sprinters in this survey are a number of charities. Since last year…
- Macmillan Cancer Support has jumped from 9th to 2nd place.
- Cancer Research UK has leaped 16th to 10th.
- British Heart Foundation from 15th to 12th.
- Oxfam from 28th to 12th.
Social media platforms, such as Facebook and YouTube have helped these charity organisations make the top rankings, offering charities an affordable platform for spreading their inspiring stories on a precious budget. Charities are better disposed than other sectors to emotional, purposeful storytelling. Case studies and personal stories like Archie’s, used in our client Tŷ Hafan’s Legacies campaign, helped to outline the work of the hospice in an emotive and meaningful way. Executed on a small budget the campaign did exceptionally well in motivating audiences to support the charity through donations.
Archie’s story –
Does your marketing tell a story? And is the storytelling meaningful? Through investment in advertising; focusing on creativity, purpose and emotional resonance brands from all sectors can strike a chord with the public. At The Media Angel we can help you bring your brand to life and put you on the right media platforms to connect with your audience.
Get in touch with us for more information.