At Iris, we believe that the most potent and efficient brands in the world today are being built with people, not for them. We call them Participation Brands.
89% of advertising not noticed or remembered at all. £515 billion per annum wasted on ‘wallpaper’. Audiences who either don’t like you, ignore you or actively block you. Is marketing today an impossible job?
Faced by this fundamental modern marketing dilemma, a new breed of brand is not just surviving, but thriving. They are outperforming the competition without outspending them. They are getting their market to do their marketing.
What’s the secret to their success?
The Participation Brand Index uses the data from 14,000 global consumers across multiple sectors to understand the relationship between Participation Brand building and business performance. It explores the relative significance of different marketing levers in making this a reality for your brand, and which of the 177 brands studied are doing it well.
The brands who top the study are those seen to have not just a positioning, but a passionate purpose at their heart. They are the ones felt not to just respond to culture but actively shape it. They are the brands creating content, conversations and experiences that people want to get involved in. They are the Participation Brands, and they are reaping the rewards.