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Gen Z consumers behave differently towards brands than other demographics, according to a new Edelman Trust Barometer study. The purchase is often the starting point for the brand relationship, not ...

David Edelman of research firm McKinsey & Company articulated what most marketers probably already know, whether they are admitting it to themselves or not: it's time for the purchase-funnel paradigm ...

Every marketer is familiar with the traditional brand funnel. Many organisations still rely on a simplified version – aware, consider, prefer or choose – to track marketing effectiveness and guide ...