ProQuo AI

CeraVe’s Brand Voice Misstep A strong brand voice builds credibility—but what happens when a brand strays from it? CeraVe has long positioned itself as a skincare authority, using clinical language, white lab coats, and dermatologist endorsements. But when it launched a quirky Michael Cera ad, our tests showed that consumers were confused. ? The Michael Cera campaign was entertaining but inconsistent with its trusted brand voice. ? CeraVe saw stronger engagement when it returned to expert-driven messaging. Find out more about testing your brand voice before launching new campaigns: https://buff.ly/Y2brnsS #BrandConsistency #MarketingInsights #CeraVe

The secret ingredients to a strong brand voice? ?? Likeability – We buy from brands we like and relate to ?? Authority – We trust brands that sound like experts ?? Belonging – We’re drawn to brands that share our values The holy grail? Doing all three. Think Tony's Chocolonely, Patagonia and Headspace. ? Talk with a 'real' tone that connects with consumers ? Lead the conversation about issues in their respective fields ? Show genuine care for people and planet #MarketingPsychology #ConsumerBehavior #BrandTrust

How do you make bottled water stand out? By turning your product into a platform for art and creativity. North American bottled water brand, LIFEWTR, embraced a bold, artistic brand voice—celebrating emerging artists and self-expression. Within 3 months, the brand saw: ? A jump from 10th to 2nd place in the premium bottled water category ? A +9% increase in consumer empathy and +5% boost in connection #BrandVoice #CreativityInMarketing #ConsumerEngagement #LIFEWTR

What Makes a Strong Brand Voice? A great brand voice isn’t just a creative decision—it’s a strategic one. A strong brand voice not only makes you stand out, it helps build consumer trust and loyalty. The brands with the strongest voices outperform competitors across four key Equity Drivers: ? Empathy – Language that resonates and makes consumers feel understood ? Transparency – Building authenticity with a voice that aligns with values and actions ? Consistency – A recognisable tone across all touch points makes a brand feel dependable ? Connection – A relatable voice fosters trust and emotional engagement Learn how to measure and refine your brand voice: https://buff.ly/kvu0Ut8 #BrandStrategy #MarketingScience

What Makes a Strong Brand Voice? A great brand voice isn’t just a creative decision—it’s a strategic one. A strong brand voice not only makes you stand out, it helps build consumer trust and loyalty. The brands with the strongest voices outperform competitors across four key Equity Drivers: ? Empathy – Language that resonates and makes consumers feel understood ? Transparency – Building authenticity with a voice that aligns with values and actions ? Consistency – A recognisable tone across all touch points makes a brand feel dependable ? Connection – A relatable voice fosters trust and emotional engagement Learn how to measure and refine your brand voice: https://buff.ly/kvu0Ut8 #BrandStrategy #MarketingScience

?? Want a masterclass in consumer engagement? Look no further than San Miguel. In 2024, the lager brand saw a 30% boost in Innovation perceptions, making it one of the fastest-growing brands across all we track on ProQuo. San Miguel blends its Spanish heritage with immersive, experience-led campaigns that inspire adventure. How? ?? Re-promoted "Here's to the Seekers" with stunning Spanish scenery ?? ?? Launched activations, from a trip-to-Spain promo to Ibiza-inspired UK parties ???? ?? Relaunched its Somerset House bar, with live music and immersive events ?? The result? Big boosts in Innovation, Attraction, Aspiration, and Empathy. San Miguel redefined its brand origin story by transporting drinkers to Spain—both spiritually and experientially. Want to understand how your brand tracks on Innovation? https://buff.ly/3stfK5v #marketinginnovation #brandstrategy #consumerengagement #SanMiguel

? Does a great campaign have the power to change expectations for an entire category ? Petplan proved it can. At the start of 2024, Innovation ranked 13th out of 16 brand Drivers in the pet insurance category. By August, it had climbed to 8th place among male buyers - all thanks to Petplans "The Wait" campaign. Unlike the typical fear-based or lighthearted pet insurance ads, "The Wait" told a deeply emotional story - a man anxiously waiting in a hospital corridor for a loved one, only to reveal in the final moments that it's his dog. The impact? In the 6 months after the campaign's launch, Petplan's brand equity grew among men. In particular, it saw: ?? +17% Innovation ?? +20% Empathy ?? +15% Integrity By tapping into underrepresented emotional motivations, Petplan didn't just shift perceptions - it raised consumer expectations for the entire category. Proof that true innovation starts with empathy. For more examples of marketing that is blazing trails, download our Impact of Innovation report: https://buff.ly/4ggS7jR Petplan UK #Marketinginnovation #Brandstrategy #Consumertrends #Petplan #Empathy

?? Charlotte Tilbury's Innovation score grew 12% last summer - here's why. By championing underrepresented audiences, the brand is reshaping beauty norms. When asked what makes Charlotte Tilbury disruptive, consumers said: ?? "They want everyone, regardless of skin color, to feel beautiful." ?? "They market to all ages and don't leave out older women." Charlotte Tilbury's sponsorship of the F1 Academy in May - making it the first beauty and female-founded brand to do so - brought a fresh perspective on femininity, connecting with an entirely new audience. The impact? ?? Non-user perceptions of Differentiation, Empathy, Integrity and Clarity all rose. Want to find out if your brand could do better? https://buff.ly/3stfK5v Charlotte Tilbury Beauty #CharlotteTilbury #MarketingInnovation #BrandStrategy #ConsumerTrends

???? Fenty Beauty has re-written the rules - again. In just one quarter, the brand boosted consumer perceptions of Innovation (+11%) and Differentiation (+18%) - a testament to its disruptive DNA. Since launching in 2017 with 40 foundation shades, Rihanna's beauty empire has redefined inclusivity, seamlessly blending diversity, product quality and cultural influence to drive impact. The 2024 Lux Balm launch was no exception. With a campaign featuring A$AP Rocky's lyrical nod to Rihanna and a noir-style film, Fenty flipped the script - leading with a male protaganist, Old Hollywood aesthetics, and powerful product claims. The result? A 9%+ brand equity lift among non-users in Q1. Now that's how you stay ahead of the curve! For more examples of marketing that is blazing trails, download our Impact of Innovation report: https://buff.ly/4ggS7jR #FentyBeauty #Marketing #BrandStrategy #Innovation #Disruption

Innovation starts where expectations end. Most consumer expectations are functional - brand familiarity, ease of access and consistency. But true disruption comes from tapping into what customers don't expect. Take nuts, seeds and dried fruit - not the first category that comes to mind for innovation. Yet Forest Feast, the "trailblazers of treats", is shaking things up by leading on unexpected brand drivers: Empathy and Aspiration. By forging an emotional connection in the purchase process, they've set themselves apart from the competition. Want to challenge expectations in your category? https://buff.ly/3stfK5v Kestrel Foods || Forest Feast & Acti-Snack & Just Live a Little #marketinginnovation #brandtracking #consumerintelligence