The Moment of Truth
The Moment of Truth is the Brand Growth theme for 2022. The theme is based on previous Brand Growth editions where the moment of purchase was a much-discussed topic. This edition should provide more insight into what successful marketers do to win at the Moment of Truth.
The past Brand Growth editions focused on how marketers try to build their brand in the mind of the consumer. Ultimately, this should lead to a purchase. In many of the conversations with CMOs and marketers, the moment of purchase came up. You must be at eye level in the supermarket; if you are in the electronics store, the salesperson must recommend your brand. In short, experience is everything. In addition, we know from our research that the pandemic majorly impacted our purchase behaviour.
Influencing the moment
Much can be found in literature about the moment of purchase and the consumer journey. The Moment of Truth is part of a decision tree or journey. What exactly is the role of the Moment of Truth, the endpoint in this journey? Byron Sharp and the Ehrenberg-Bass Institute talk about physical availability. But what does that mean? Does a product have to be available everywhere, or is there more to it? We are curious to know how marketers interpret this physical availability.
This year, Brand Growth will focus on the Moment of Truth and what successful marketers do to influence that specific moment.
Study and Event
The Brand Growth concept of DVJ Insights consists of hundreds of vision interviews with CMOs, CMIs and CEOs, large-scale quantitative research among marketers from all over Europe, and an event. For years, the concept has offered a place for professionals to gain insights into brand growth from both practice and science. All insights from the interviews and the Brand Growth Study will be shared during the sixth edition of the Brand Growth Event on Tuesday, 31 May 2022. Interviews and articles can be found on the website throughout the year.