5 ways to build a brand consumers find irresistible

"This year has been volatile for brands. With tariffs taking effect, the job market slowing, and consumer spending barely keeping pace with inflation, it's no surprise that ad spend has slowed in tandem. Amidst economic uncertainty and an onslaught of unanswered questions, brands are increasingly looking for demonstrable ROI in their marketing and design budgets. Some may choose to invest in a costly new campaign or commit to a new brand identity, while others will default to slashing their budgets altogether."

"Cutting marketing dollars is more of a short-term band-aid than a long-term solution. Research by Analytic Partners following the 2008 financial crisis found that 60% of brands that increased their marketing investment during that period generated a positive ROI. While AI disruption, political polarization, and evolving consumer behaviors are contributing to today's economic challenges, the core lesson still holds: Even in uncertain times, stepping off the marketing gas is rarely the answer."

"You must find ways to resonate with your consumers. The companies that resonate the most are the ones that go out of their way to tell emotive stories and bring them to life through every aspect of their brand expression. They develop heartfelt narratives that forge emotional connections with their audiences. These connections increase brand love and go the distance in fostering a consumer's relationship with a brand."

Economic volatility is slowing ad spend as tariffs, a cooling job market, and stagnant consumer spending pressure brands to demand demonstrable ROI. Brands face choices between costly new campaigns, rebranding, or budget cuts, but cutting marketing is a short-term band-aid. Analytic Partners found that 60% of brands that increased marketing after 2008 generated positive ROI, showing that increasing investment can pay off even during downturns. Five measurable factors can increase consumer choice. Resonance requires emotive storytelling and cohesive brand expression to forge emotional connections that build brand love and long-term relationships.

Read at Fast Company