Getting ahead and the importance of progress to brands

Consumers are drawn to brands that are successful, but in return for their attention, they expect brands to help them make personal progress. This was the message from a Mumbrella360 session last week in which in research agency TRA delved into this concept of progress, and how brands can play their role in it.

Progess is something we seek within ourselves, but also something we seek in others, according to Terri Hall, TRA’s managing partner.

“We look up to people and we admire people that are progressive in their lives, and also we seek that out from brands,” she said. “We often talk about this idea of brands that show momentum are brands we like to back, because there’s this power of being part of a brand community that’s got that sense of progress. It appeals to our instincts as humans for security.”