MAGRAM MR and PBN unveiled the findings of the third wave of the groundbreaking study "POST-CANCELLATION"
For the second consecutive year industry experts gathered at the E+ Grand Summer Forum to outline the future trajectories of the marketing sector. This year’s forum centered on brands, technologies, and teams exploring their transformation and the drivers of their modern-day effectiveness.
During the session “Navigating Turbulence: How to Attract New Audiences and Build Brand Awareness?” MAGRAM MR in collaboration with strategic communications consultancy PBN presented findings from a new wave of their independent study “POST-CANCELLATION”.
This year research focused on a comprehensive analysis of brand trust. Key questions included:
- How have consumer expectations of brands evolved recently?
- What now constitutes “brand trust”?
- Where does “consumer-centricity” and forging emotional connections rank in importance?
Additional critical insights explored:
- Do consumers agree that brands sell “emotions” rather than products? If so, which emotions do they wish to “purchase”?
- Are consumers aware of emerging Russian brands? Can they differentiate between them?
- Do they notice brands’ “regional campaigns” (promoting Russian regions) and how do they perceive these initiatives?
- Is the consumer willing to “vote with their wallet”—paying a premium for brands they trust?
These and other findings were presented by Elena Nikitina, Research and Innovation Director at MAGRAM MR and Arina Khodyreva, Vice President of Integrated Communications at PBN.
