In times of great need and uncertainty, consumers expect more from brands, and may be quick to judge those that fall short. How can brands deepen their value to consumers? Many marketers, brand managers, and others are asking this question every day, searching for insight and inspiration. Our recent study of brand value and promise (GfK’s What’s Next 4 Consumers research series) revealed some striking discoveries about Americans today – and served as the basis for a far-reaching discussion with GfK experts on brand strategy, consumer trends, and digital transformation in the new marketplace.

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