This could be termed the era of consumer empowerment where brands must work hard to gain attention and purchasing patterns that lead to loyalty. Brand affection is pivotal. Gary Reisman, Founder and CEO of LEAP Media Investments, recently released an article on brand loyalty among airlines. But emotional attachment to brands extends to every product category. "It's important for anybody, not just airlines ... the point is, as we've always said, that people buy things not based on being 18-49 or having done something six months ago or two days ago," he says. "They buy things because they have a desire -- and that desire is built on a need."
Gen Z and Millennials are very different generations in terms of their life experiences, attitudes and, according to Gary Reisman, CEO and Founder of LEAP Media Investments, their emotional attachment to brands. "The challenge is to understand trends," he says. "What do differences in the brands Gen Z'ers are attached to (or not) vs. their older counterparts tell us about important future market dynamics and who might be the winners or the losers over the next 5-10 years? The differences in brand attachment hold the key to future brand profitability."
In a move designed to make advertisers and brands more enthusiastic about audience buying, LEAP Media Investments has created a partnership with people-based audience clearing house LiveRamp. LEAP's patented process helps marketers identify and activate audiences who are deeply and emotionally connected with specific brands. The partnership, which includes LiveRamp modeling and scaling partner Tru-Signal, means marketers can easily and quickly buy and reach audiences at scale who are hyper-engaged with a brand.