WE communications study uncovers four realities for brands

WE Communication’s (WE) inaugural Brands in Motion study conducted across six markets revealed four realities that brands can leverage to help navigate today’s accelerated business environment. WE and YouGov also released findings on consumer perceptions in India specific to the technology industry.  

“We live in a world that is increasingly accelerated,” said Alan VanderMolen, President, International, WE Communications “For brands to compete, they must understand the forces propelling them forward, build strong emotional and rational connections with consumers, and embrace, not fear, the motion around them.” 

Unlike brand positioning, which assumes a static view of consumer perceptions, brand motion takes into account the influence of broader environmental factors and underlying consumer expectations. WE’s study exposes four realities that businesses, regardless of market and category, can harness for the mutual benefit of brands and stakeholders.   

THE NEW REALITIES  

A set of realities emerged from the body of research that applies to every geography, every category and every brand surveyed, including India. They are:  

REALITY 1: STABILITY IS AN ELEMENT OF MOTION. Despite the rapid change facing consumers today, a high number of them believe brands are capable of providing stability in uncertain times: 79 percent of respondents in India said they believed brands can provide stability, with a staggering 94% of Indian consumers surveyed citing technology B2B brands specifically as having the ability to serve this role. This presents a significant opportunity for brands in India to step up and lead.

REALITY 2: CUTTING EDGE IS TRANSCENDENT. The WE study also found that anything viewed as “cutting edge” tends to be more loved than hated, viewed as a pleasure versus a misery to do business with, and a benefit versus harm to society. Conversely, the data shows that anything viewed as being “stuck in the stone age” also has a higher chance of being “hated”, “a misery” and being viewed as doing harm to society. The research suggests that brands that can lean into their innovation story will get a lift in other areas of their business.    

REALITY 3: THE UNILEVER EFFECT. In India, nearly half of surveyed consumers (48 percent) said they placed a balance on brands delivering not only highly effective, high-functional benefit products and services but also taking an active position on issues that provide long-term social value. Consumers increasingly expect brands to take a stand on important issues, and are not only looking for brands that provide a great product, but one that they feel aligns with their values.    

REALITY 4: LOVE YOU TODAY, SHAME YOU TOMORROW? Across all markets surveyed, there is evidence of low customer loyalty, where an average of 54 percent of respondents say they “love” versus “hate” a category, yet when asked if they would “shame” or “defend” a brand in this category if they step out of line, a staggering 98 percent would shame them. Higher than average defense of technology brands is present in India and China versus other markets surveyed.     

POSITIVE CLIMATE FOR TECH 

Additional data was gathered in India that looked specifically at consumer perceptions of the technology B2B category. 93 percent of Indian respondents said they generally love (versus hate) companies operating in this space, and 94 percent view them as cutting edge versus stuck in the stone age. 

“What we’re seeing in India is a positive climate for brands operating in the technology category,” said Carolyn Camoens, Senior Vice President, WE Communications India. “This gives these brands, whether local companies or global brands operating in India, a wide berth to take more risk knowing they have strong support from consumers for what they are doing.” 

India also shows a positive climate for technology progress with over half of respondents agreeing that the policies, lawmakers and regulations of this market reinforce innovation. 7 out of 10 Indian consumers surveyed also agree that technological advancement in information sharing has contributed to improvements throughout India.