Insights & Ideas

Inspiring you to think in new ways about brand strategy, marketing ROI and innovation.

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Welcome to BrandSpark’s blog Insights & Ideas where we aim to inspire you to think in new ways about brand strategy, marketing ROI and innovation.

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P&G Leverages Shoppers’ Opinions for New Product Launch

Jun 01, 2015 by BrandSpark

When Procter & Gamble was testing one the biggest extensions in several years of its major dental-care brand, Crest Pro-Health [HD] two-step toothpaste system, the launch had an army to back it up. Not just the usual army of P&G sales reps and ad agencies, but also a “shopper army”: an engaged online audience of thousands of consumers who eagerly had taken the trouble to tell the company what they thought of the concept, to try the actual product in their own mouths, to share their perceptions and reactions via social media and other digital means, and then to follow up by displaying continuing interest after Crest Pro-Health [HD] was introduced in February.


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Uncovering the 4 Critical Needs of Canadian Shoppers Part 3: Health

Apr 16, 2014 by Robert Levy

Health is a major concern for many Canadian consumers. 7 in 10 shoppers surveyed in the 2014 BrandSpark Canadian Shopper Study admitted that they were concerned about their personal health, while nearly 8 in 10 were concerned about the health of their families. Despite such high levels of concern, there are significant gaps between what Canadians think they should do to improve their health and what they actually do.


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How Dads Shop Differently than Moms – and Why it Matters

Mar 28, 2014 by Denis Hancock

Women, and more specifically moms, have long been the core target for most CPG marketers – and for good reason given the sheer size, buying power, and influence of the segment. But over the last few years there has been a notable trend of men, and particularly dads, taking a more active role in shopping for the family. We expect this trend to continue, and for dads to become an increasingly important segment for marketers to understand – particularly given how little attention has been paid to them in the past. To that end, BrandSpark conducted a detailed analysis of the BrandSpark Canadian Shopper Study to get insights into how dads shop differently than moms.


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7 Principles of Persuasive Packaging

Mar 03, 2014 by Mark Baltazar

In a recent BrandSpark International study, we found that only one third of consumers knew exactly which brands they were going to buy on their next visit to the grocery . A product’s packaging is the last opportunity a marketer has to convince the shopper that their product is superior and worth buying compared to the many options stocked right beside it. Packaging can make a difference in whether a shopper considers your product, buys it and even whether they are willing to pay a premium for it.


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Uncovering the 4 Critical Needs of Canadian Shoppers Part 2: Innovation

Jan 31, 2014 by Robert Levy

Canadians are interested in trying new products and respond enthusiastically to innovation. In fact, this is a global reality: 7 in 10 shoppers surveyed in the 2013 BrandSpark Global Shopper Study agreed that they like to try new products. Shoppers’ interest in new products has been a consistent theme ever since we started conducting the BrandSpark Shopper Studies over 10 years ago. This is not surprising given the consumer notion that “new” really means “better”: 59% believe that research & development lead to better products[1]. It makes sense then that Canadian shoppers are on the hunt for new products that can improve their lives.


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Press Release: More than 95,000 Canadians reveal their most trusted consumer packaged goods brands for 2014

Jan 23, 2014 by BrandSpark

BrandSpark International announced Canada’s Most Trusted Brands 2014 for consumer packaged goods (CPG) determined by a poll of more than 95,000 Canadians. “Brand trust is important when deciding what to buy. Our study shows more than 70% of Canadians place a high importance on established trust in a brand when purchasing a product,” said Robert Levy, President and CEO of BrandSpark International. Canadians named their Most Trusted Brand in sixty CPG categories.


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