Inspiration is at the heart of everything we do at Wunderman Thompson - Midwest and at the core of our global mission of ‘Inspiring Growth for Ambitious Brands.’
To help brands face the immense challenge of growing in an ever-changing we’re excited to announce the launch of our latest global initiative: WT Inspire. A first-of-its-kind study that reveals why brands need to be inspirational, how inspiration drives growth and what brands can do to inspire their customers.
Some key insights from this report include:
- A brand's category has a strong effect on inspiration, with technology brands performing extremely well and financials under-represented.
- Brands have been most successful at being Motivating, helping them "discover new things" and "bring new ideas/suggestions."
- Between categories, brands inspire in different ways. Technology brands tend to inspire by broadening horizons. Retail brands score relatively high on helping people discover new things, while personal care brands do well in creating inspirational experiences.
- Mission and brand behavior are important sources of inspiration.
This three-phased study involved utilizing academic research, our BrandZ™ data set studying over 33,000 brands in 183 categories across 45 markets over the past six years and a survey of 4,000 respondents, to identify the qualities a brand must embody, the stories it should tell and the experiences it can design in order to inspire people.