“We looked at the overlap and interaction between behavioral change and communication,” said Andy Coville, CEO of Brodeur. “It's a new strategic point of view for our agency, and a new strategic foundation for planning.”
Brodeur polled more than 2,000 American consumers, and their answers led to the following conclusions:
- Such companies as Apple and Red Bull are viewed as “exciting,” while Ford scored high on values
- Large concerns, like Google and Wal-Mart, would be missed if they were gone
- Smaller companies, such as the local dry cleaner, can be more “relevant” to a consumer than larger ones
- Companies with high relevance to customers see better growth and performance than competitors, even if they are smaller.
Portions of the report will be available on the firm's website on Monday.