Brand Planning
Saving is the new sexy…now what?
We, the consumers of America, have had a pretty good run. We’ve filled our homes and our lives with a dazzling array of goods and services, unlimited by choice or availability of credit. We’ve had a huge impact on the brands we choose, as our purchasing habits and preferences dictate colors, styles and even functionality. [...]
// read moreConsumer Pulse: Americans Want to Feel the Love
In a down economy, consumers are reevaluating their brand relationships. Authenticity is the new sex symbol, as consumers are looking for real and meaningful connections. Any brand that doesn’t shape up is headed for the brand divorce court. In contrast, brands that understand that consumers are looking for love will strengthen their bond.
// read moreConsumer Pulse: Shifting from Consumerism to Causism
90% of Americans are interested in what companies are doing to promote social change — and social responsibility is becoming a larger part of what consumers look for in brands today. In particular, sustainability and cause-related associations have become new and relevant ways for brands to build loyalty. Here’s a snapshot of what we found:
// read moreConsumer Pulse: The Oscar glitter on Twitter
Enough of the recession. The conversation on Twitter was buzzing last night as the glitz at the Oscars shone bright. From the exotic and yet humble overtures of Slumdog to the array of exciting colors on the red carpet, the Oscars provided a voyeuristic window into popular culture. Through a Mullen-initiated dialogue, consumers across America [...]
// read moreConsumer Pulse: Creativity and Innovation in Gastronomy
Today’s economic challenges are forcing restaurants, food manufacturers and consumers alike to rethink what we eat, where it comes from, how it’s prepared — and with whom we enjoy it. Based on our research learning and observation, here are the “sound bites” of what we’ve discovered:
// read moreConsumer Pulse: Frugal Bells, Frugal Bells, Frugal All the Way!
Economic uncertainty is rife this holiday, and it’s causing psychological havoc among consumers. At a time when consumers are thinking about creating an “idealized holiday,” they’re being forced to contemplate the realities of a “dealized holiday.” As a result, most Americans are trying to reconcile their quest for the perfect gift with an apprehensive penny-pinching [...]
// read moreConsumer Pulse: Millennials Rock the Elections
The voice of the Millennial has been heard – as nearly 24 million young Americans went to the polls this election – an increase of more than 10% over 2004. This new generation of voters significantly influenced the outcome of the elections in favoring Barack Obama by a margin of more than two-to-one. This outcome [...]
// read moreConsumer Pulse: America Needs to Feel Good Again
These are unprecedented times with the credit crunch, declining home equity, stock market volatility and downward spiraling 401(k)s. Consumers are feeling distraught, disillusioned, and emotionally drained. Consumer sentiment, as a predictor of behavioral intent, is near all time record lows. And in a recent national opinion poll three out of four consumers feel “that things [...]
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