The latest report, 'Hard Times Strong Brands' from The Collaborative, VCCP's thought leadership program, aims to tell the human stories behind the national headlines. Revealing what drives consumer behaviours and decisions to not only help brands survive the crisis but “to thrive well beyond it”.
Spearheaded by Ellie Gauci, Group Head of Planning and Jenny Nichols, Deputy Head of Planning, the report outlines the five key lessons for brands to stand out and thrive by better connecting with their consumers.
In addition to these big lessons for brands, the report distills insight from our primary research and data analysis to create a UK segmentation fit for the crisis. It helps brands get under the skin of their audience, define their own crisis, and feel inspired to find a role for themselves that builds both consumer equity and brand capital.