The Insights Family has launched its inaugural Brand Management Playbook 2023.

The global leader in kids, teens, parents and family market intelligence says the playbook looks to uncover, present and discuss the key components of building a compelling brand in the kids, teens, parents and family space.

Following its recent industry voice 2023 survey, the Manchester-headquartered company – No.1 on our MarTech 50 ranking – says it is clear that almost half of professionals across the brand management discipline feel strongly that their marketing strategy doesn’t engage their target audience. Over half of industry professionals do not believe that their brand marketing strategy is cost-effective, or easy to measure.  

It says the Brand Management Playbook 2023 will take steps to help address this state of play for the industry.

The playbook, which uses the company’s intelligence of surveying more than 700,000 family members across 22 countries every year, has continued to track and monitor the impact of several key factors that organisations need to be aware of if they are to build a compelling brand within a complex family ecosystem.

This approach has resulted in some key recommendations and a real-time understanding of the challenges brands face today. The themes discussed include legislation, online & offline, value for money, financial empowerment, brand community, personalisation and health & wellbeing.

‘Strategy is simple – but only when written down’

“Feedback coming in loud and clear from our industry voice survey 2023 is that it is a tougher year than most for professionals both economically and creatively,” said Rachel Bardill, SVP of marketing, The Insights Family.

“Budgets are tight and kids continue to change their behaviours and attitudes significantly.  The precision and comprehensiveness of our data and what you see in this report continues to provide intelligence, drive accurate strategies and offer much needed support to clients as we navigate this year.”

The complimentary Brand Management Playbook 2023 is available to download by clicking on the image below.

Insights Family Brand Management Playbook