by Gord Hotchkiss
Last week, I talked about what brand can’t do on the Search Results Page. Today, I’d like to talk about one of the many things that brand can do on search.
If brands can’t build an emotional appeal on the results page, they can certainly reinforce their presence at just the right time. This was at the heart of our brand lift studies. Remember, we use search when our intent is squarely aligned with researching a purchase. We’re actively looking for information. And the appearance of brands can be a powerful influencer in these types of searches. Here are some of the surprising and not so surprising things we’ve found in our many brand lift studies (now done in 7 categories, 5 markets and with thousands of respondents):