Building Brands that Matter

Brand preference and loyalty are not static; they must be earned and re-earned over time. With this new study, Havas Worldwide explores what brands must do to stay relevant in consumers’ lives. This has always been important but is especially vital at a time when consumers have so many choices at retail.

What does a brand have to do to convince a shopper to choose it above all others? It must embody—and communicate—two vital factors: trust and dynamism. Though the optimal combination will vary by geography and category, no brand will win for long without encapsulating both.


Study Highlights