Brand Growth: A moment of impact

Last month, DVJ held its own Brand Growth conference. Eight years ago, we noticed that more and more attention was being paid to growth. In conversations with CMOs, it turned out that growth is crucial to a brand’s right to exist. By first talking to scientists and then to practitioners, it soon became clear that there are many visions and interpretations surrounding the theme of growth, and that it is good to shed light on the challenge of growth from different angles. This is when the idea of ”The ingredients for brand growth” was born; a platform that connects marketing science and practice and where research plays a crucial role. Each year, we focus on one specific ingredient (theme).  This year’s theme was about what companies do at the ”moment of truth”. Insights were shared from science and practice (brand and retail).

Marketers struggle to define the Moment of Truth

The Brand Growth research among 2300 marketers conducted by DVJ showed that the market struggles with defining this Moment of Truth. 50% of the marketing professionals have no insight into this, while we also saw that this percentage is significantly lower among successful marketers. To grow, it is necessary to define this well and to take targeted action. However, it is important to do this from a broad perspective. Science, in particular, showed that there is a framework for making a list of possible ”moments of truth” and that the traditional 5 W’s are not sufficient. Research is necessary to choose, but above all, a ”moment of truth” is a moment in which you can make an impact and where you do not always need a conversion objective.

Making a difference

At DVJ, we try to do this by sharing as many insights as possible with the market. Not to generate as many leads as possible, but because we are passionate about our profession and want to show that market research is a wonderful profession in which insight and knowledge can make a difference. I, therefore, hope that the insights we provide in this newsletter will be useful and that they will make some decisions just a little bit easier.