SAP Brand Impact

Lessons for Marketers from Edelman’s Earned Brand Study 2017: Belief Rules!

Given our current divisive political environment, my opinion is that purpose-driven marketing and a brand’s ability to connect with its customers will be the differentiator that drives loyalty. My hunch was confirmed at Edelman’s Earned Brand 2017 dinner in San Francisco recently. That evening, they told us: “Ideology dominates the cultural conversation. Around the globe, consumers are putting their personal convictions front and center. From the grocery aisle to the …

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