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Blog Advertising
The state of creative effectiveness today: Research, trends and insights
October 12, 2026
Understanding creative effectiveness requires more than looking at a single campaign or a single year's trends. It means looking at how consumers respond to advertising over time. Zappi has been ...
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Innovation Spotlight: Fanta’s Haunted Collection
Blog Innovation
Innovation Spotlight: Fanta’s Haunted Collection
September 22, 2026
Welcome to Innovation Spotlight! Each month we’ll spotlight a brand that’s capitalizing on a current consumer trend with a new product innovation. This month we researched Fanta’s Haunted Collection, ...
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zappi brand equity
Blog Brand
Brand equity: What it is, how to measure it and why it matters
September 22, 2026
Why do people choose one brand over another when the products are similar? Why will someone pay more for a brand they know and trust? And why can some brands launch something new and immediately have ...
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brand tracking with zappi
Blog Brand
What is brand tracking? How to measure and grow your brand
September 21, 2026
Brand performance is about more than clicks or campaign metrics. Those numbers tell you what happened. Brand tracking helps you understand why — from what’s happening with your brand in consumers’ ...
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choosing chip bag ideas with AI
Blog AI
How to prioritize product ideas before consumer testing
September 21, 2026
When AI can help your team generate hundreds of product ideas in the same amount of time it took to produce a handful, all that possibility creates another problem. How do you prioritize all those ...
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brand listening to consumer culture
Blog Brand
How today's biggest brands are listening their way into culture
September 17, 2026
Every conference season, marketers gather to swap the same handful of ideas about staying relevant: move faster, be authentic, live in culture. But sit through enough sessions from the brands ...
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Fanta Halloween Reveal AdMiration
Blog Advertising
AdMiration feature: Fanta’s “Halloween Reveal”
September 17, 2026
For this week’s AdMiration feature, we looked at consumer response to Fanta’s Halloween Reveal ad — the launch film for Fanta’s Haunted Universe, the brand’s first original Halloween world and its ...
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the four levels of the Connected Insights Framework
Blog
The four levels of the Connected Insights Framework
September 15, 2026
Historically, consumer insights were derived from disconnected, one-off research studies that gave limited or static views of consumer behavior. And because research studies were slow and expensive, ...
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Blog
Introducing the Connected Insights Flywheel
September 11, 2026
In our annual Connected Insights Imperative report this year, we showed what happens when consumer insights become more connected. Organizations become more satisfied with the value of their ...
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building blocks of the Ehrenberg-Bass methodology
Blog Brand
A marketer’s breakdown of the Ehrenberg-Bass methodology
September 10, 2026
Again and again, Jenni Romaniuk, Associate Director at the Ehrenberg-Bass Institute, advocates for a simple, powerful principle: follow the evidence. Romaniuk believes in marketing as a science. ...
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The State of Creative Effectiveness: Social Video
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CPG Mega-Trends: 2026 edition
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The Connected Insights Imperative

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