Consumers are increasingly having difficulty understanding the differentiating features of leading brands. The marketplace is more cluttered than ever, and meaningful innovation is harder, costlier and riskier. In the eyes of consumers, shelves are filled with look-alikes, leaving the door wide open for “disruptor” brands to storm in and grab market share.
The evidence about this is clear. The WPP/Kantar Millward Brown BrandZ study of leading brands in all categories shows that the average rating of clarity about a brand’s value proposition is down by one-third since 2008, when the financial crisis began.
This isn’t surprising. The aggregate number of ads tracked by Kantar Media is up 120% since 2008, while the time consumers spend with all media, as tracked by eMarketer, is up only 17.5%. Marketers are outstripping the capacity of consumers to keep up by nearly seven-fold.
Source:: AdAge – Digital