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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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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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Blog Brand
How to design a brand tracking study
September 9, 2026
Brand tracking is only useful when teams can trust what the data is telling them. But who you survey, which competitors you include, how you word questions and how often you collect data can all ...
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Blog Brand
How smart marketers use brand health data to grow revenue
August 24, 2026
Many brand tracking programs generate plenty of data but still struggle to answer the question that matters most: What should we do next based on this data? Brand health metrics are most useful when ...
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Blog Brand
Beyond clicks and views: Measuring brand impact
July 8, 2026
Social media dashboards measure activity rather than brand impact. You can see the views and the likes, the video click-through rate and even the very second someone stopped watching your video. Yet, ...
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Blog Brand
What it takes to build brands people remember
July 6, 2026
Every year at Cannes Lions, thousands of marketers gather to talk about the future of branding. After the Zappi team spent the week listening to CMOs and brand leaders from companies including AB ...
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Blog Brand
Patriotism isn’t as polarizing as brands think — here’s what Americans actually want this July 4th
July 1, 2026
America turns 250 this year, and the brand activations are already in full swing. Coca-Cola has launched a campaign with 50 collectible state cans and a “Paint the Nation” mural project. Jeep has ...
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Blog Brand
Why brand loyalty is collapsing across CPG brands
April 6, 2026
For decades, brand loyalty was one of the most powerful advantages in CPG. Strong brands didn’t just drive awareness, they drove repeat purchases. They justified premium pricing through this loyalty ...
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Blog Brand
The brands that are showing up for Women’s History Month (and what they’re getting right)
March 27, 2026
Every March, brands show up for Women’s History Month. But in 2026, the bar feels noticeably higher. Consumers aren’t just looking for celebratory messaging or “inspirational quotes” anymore, they’re ...
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Blog Brand
Punk copy, unexpected rebrands and disruptive products: The underdog brands redefining categories in 2026
February 27, 2026
A challenger brand is a brand that uses unique brand philosophies, values or disruptive strategies to challenge business norms within their category. Typically neither a market leader or small niche ...
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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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