The What and the Why

The dictionary definition of influence is “to have an effect on people or things”. All brands have it to some extent; they would not survive without it, but some brands have more influence than others. When you think of supermarkets who do you think is more influential, Tesco or Lidl?

But why should brands be so concerned with influence now? Firstly, our attention is becoming increasingly scarce. As Ofcom reports we now fit in 11 hours of media activity per day into less than nine hours. Multi-screening has become the norm, not the exception.

In addition, brand narrative is become increasingly harder to control as social media and user review sites give consumers far more say over what they think about a brand’s reputation. Because of this we set about trying to understand brand influence and what drives it.