A study by Wunderman found that to win consumers, it will require demonstrating they care. Wunderman called the concept “wantedness.” It is an interesting concept to discuss for Chapter 2 on branding.
Discussion Questions:
- Would you agree with the basic premise of the study that to succeed brands must demonstrate they care? Why or why not?
- For you personally, how does a brand demonstrate it cares?
- What does it take for you to be loyal to a brand?
- If you were the marketing manager for a brand, how would you utilize the information in this video?
Clow/Baack 