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Edelman released its second annual “brandshare” study this week, and the project’s findings are both challenging and encouraging. In short, consumers are not completely satisfied by their relationships with the brands they know — and the industry is moving closer to determining what, exactly, such “relationships” should entail. Most importantly, brands that created “multidimensional” relationships with consumers saw big, measurable gains.
Some of the study’s findings serve as a good follow-up to a survey released by WPP in September, which found that 55 percent of respondents simply don’t see the point of “friending” a brand.