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.

Video produced by Wunderman

Discussion Questions:

  1. Would you agree with the basic premise of the study that to succeed brands must demonstrate they care? Why or why not?
  2. For you personally, how does a brand demonstrate it cares?
  3. What does it take for you to be loyal to a brand?
  4. If you were the marketing manager for a brand, how would you utilize the information in this video?

About Dr. Ken Clow

Co-author of textbook.

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