Research Live: Vanella Jackson explains why a new approach to brand evaluation is needed

May 27, 2021

Hall & Partners Global CEO, Vanella Jackson was recently featured in an article for Research Live: ‘Forwards, not backwards‘.

We require a new measurement framework, one that evaluates bands against multiple ‘conscious’ dimensions and helps build strong brand relationships; one that accepts a new shift in consumer values and allows insight teams to discover innovative ways to stay close to customers and keep up to speed with their needs.

Vanella Jackson

A new framework should provide businesses with an accurate assessment of what types of conscious behaviours and actions are right for them and their audiences, and how these might fit into their overall brand strategy that acknowledges the rise of the ‘conscious consumer’.

The Covid-19 crisis has acted as a catalyst for social and political unrest and changed the way many see the world. Inevitably, this is having a huge impact on consumers in terms of what they value and what is considered important to them. There is a growing need and opportunity for brands to bring consciousness into their brand and marketing strategies, and, in doing so, help create a virtuous cycle of doing good between business, brands and consumers.

Vanella Jackson
Vanella Jackson
Chairperson, Hall & Partners

Check out more Client Resource articles

Why all brand marketers should know about the 95/5 Rule

Why it’s better to prepare for multiple futures, rather than striving to accurately predict just one

The Dodgers game that could have made history teaches us an important Brand Strategy lesson

Stop only asking if patients will use a new treatment, and start looking for their unmet needs

What will be the next unpredictable, life-altering event in the healthcare sector?

Why a cultural perspective on health and disease can help us better understand our past, present and future

Hall & Partners appoints talented trio to global leadership team to accelerate growth and implement its new corporate strategy

Why foresight and trends research provides pharma with much-needed agility

3 reasons most segmentations fail

3 strategies for protecting your brand while raising prices

Previous
Next

Signup for our Newsletter

A monthly newsletter bursting with thinking on how to grow your brand: from in-depth analysis to practical advice. Sign-up for the latest industry perspectives, insight reports, free-to-attend webinars, and exclusive events.

You can view our privacy policy here. By submitting this form you are opting in to receive occasional brand, marketing and communications insights from Hall & Partners

Signup for our Newsletter

A monthly newsletter bursting with thinking on how to grow your brand: from in-depth analysis to practical advice. Sign-up for the latest industry perspectives, insight reports, free-to-attend webinars, and exclusive events.

You can view our privacy policy here. By submitting this form you are opting in to receive occasional brand, marketing and communications insights from Hall & Partners