Golin, for the first time in history, measures the relevance, in the Global Relevance Review Report

Golin launched the Global Relevance Review 2017 report, in which it analyses for the first time what makes the brand be considered relevant by consumers. In order to determine what it truly matters for them when they report themselves to the brands, but also in order to identify the main opportunities of growth and keeping the relevance, the agency realized a premiere in the world study. The main conclusion is the fact that the truth, even considered to be very important, loses ground in front of popularity.

Therefore, the consumers say that the brand idea needs to be trustworthy (etic, moral, honest), but none of the analyzed brands reached the expectation from this point of view. At the opposite site, over 90 percent of them surpassed the expectations regarding popularity, their relevance being determined especially by this factor.

„The relevance is the one that determines the consumers to be more attentive to what the brands are saying, but also to take action, and us, as marketing specialists, have a direct impact over this area. For several years we’ve been analyzing in depth the concept of relevance and how it influences the behaviours, especially because we understand that it is the most important method of evaluating a brand that the consumers are using. Our study show that, even the people are disappointed by the level of honesty and trust that they are associating with some brands, they continue to buy their products and services,” said Matt Neale, co-CEO Golin.

„To be relevant for the consumer is the first and most important brand objective. Or at least that is the way it’s supposed to be. The popularity, the sympathy, the humor, the reputation – are flagships built on a sand castle if the basis of a brand construction doesn’t lay on a strong foundation called RELEVANCE. In the post-Brexit era and the post-Trump, the first study in the world about RELEVANCE & BRANDS shows, maybe in an unsurprising manner, a series of surprises. We could say that it’s the moment of the truth about the truth,” explains Hortensia Nastase, Vice-President Creative Services, Lowe Group Romania.

Other macro-trends highlighted by the Global Relevance Review are:

Social media (59 percent) and TV (57 percent) are constantly placed on number 1, respectively 2, before friends and family (45 percent), in the top of the most relevant sources of news and information.

The word of mouth pieces of information from friends and family are the most relevant for women (50 percent) than for men (39 percent).