Burson-Marsteller

Practices & Specialities

Brand Marketing

Burson-Marsteller’s EMEA Brand Marketing Practice understands that brands exist to provide their consumers with memorable experiences and a sense of community.

Companies don’t own brands, people do – and they are engaging more, doing more and acting on their opinions more regarding your brand, beyond just buying your product. They can make things happen at the click of a mouse that will profoundly impact how your brand is perceived anywhere, anytime. For consumers, it’s an unprecedented transfer of power.

Consumers now demand that you understand their needs and treat them as a market of one, not many. They switch off if you simply communicate ‘at’ them; instead, they expect you to engage, one-to-one, through many different but integrated channels. They want your brand to be different, but they also need to trust it absolutely. Trust is the Number 1 driver of brand strength ¹. It’s an unprecedented level of expectation.

Brands are changing too. Segments, products and even geographies that earlier were clearly separated are now moving into each other’s areas of business. There are also simply a lot more brands out there. For our clients, it’s an unprecedented degree of competition.

Burson-Marsteller’s EMEA Brand Marketing Practice has methodologies and competencies that help our clients deal with these changes. We know how different consumers behave and think; how they interact and influence each other; to what effect; in which channels; when, how and why. We back all of this with hard evidence – and the results speak for themselves.

¹ Source: WPP BrandZ