Let’s talk about creativity from the brand heart

Abstract

This article evaluates how to create brand value in a sustainable manner over time. This approach, based on Ipsos’ BVC method, highlights a balanced equation in which both functional performance and emotional intimacy are key to achieving higher purchase intent and stronger loyalty. Today, people have a wide range of products to choose from and are faced with continuous decision processes. Therefore, communication plays a fundamental role for brands, facilitating their inclusion in purchasing decisions. But communication is just not enough. It must be done in a relevant, timely, and creative way. Misfits, an English word meaning “poorly adapted,” is part of Ipsos’ narrative, as the ideal way to differentiate brands amidst a highly saturated environment under three main fronts: experience, idea, and empathy. In essence, we will talk about creativity from the brand heart.