Few Consumers Feel That Brands Are Connecting With Them. How Are Brands Failing?

Brands are failing to perform in the areas consumers deem most important to building and maintaining connections with them, details a new study from Edelman. The researchers surveyed 11,000 online consumers who reported participating in a minimum of one brand engaging activity (such as following a brand on Twitter) in the previous year. The study, which took place across 8 countries and measured attitudes to the performance of 48 multinational brands and about 30 “local” brands per country, identifies some areas where brands are far behind in meeting consumer needs. (more…)