Ipsos in SiMa Ipsos | Curiosity October 2016 | Page 9
#IpsosIRL
Ipsos In Real Life
Brands Don’t Buy Brands - People Do!
IN REAL LIFE, DO YOU KNOW HOW TO INFLUENCE PEOPLE TO CHOOSE YOUR BRAND?
Brands that grow are brands that are chosen by more people, more easily, more often. Understanding how people make choices is the first
step to achieving brand growth. Ipsos conducted R&D to understand how people make brand choices and we learned what matters most to
them – and what brand managers need to do to influence them to choose their brands more.
ASPIRATIONS
JUST
DO IT
OCCASIONS
NEEDS
TS
FI
NE
BE
WHITE
BREAD
PACKAGING
PACKAGING
PACKAGING
NDING
BRA
PACKAGING
BE CONSIDERED FIRST
AT THE MOMENT OF CHOICE
Awareness and consideration
are not enough: you need to be
considered first at the
moment of choice.
1
PACKAGING
PACKAGING
WHITE
BREAD
PACKAGING
ING
BRAND
PACKAGING
WHITE
BREAD
PACKAGING
BUILD STRONG + POSITIVE
MENTAL NETWORKS
A mental network is a unique set of memories, feelings,
sounds, colors, slogans, symbols, and the like. Strong,
dense and positive mental networks allow people to
more easily retrieve your brand when making choices.
2
IDENTIFY FOR YOUR CATEGORY
KEY OCCASIONS, ASPIRATIONS + NEEDS
The mental networks must include
the needs, aspirations and occasions
key for the category, which makes the
brand relevant to the consumer.
3