Devora Rogers
speaker
454 appearances
2 recordings
1 series
first heard Mar 2025
last heard 3 Jul
Devora Rogers’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 1 in all, peaking in Jul 2026 with 1.
Appearances
And so it's our job to help clients focus on what's really going to matter for them, you know, when they bring something new to market or when they're trying to compete with their, you know, competitors.
Yeah, I agree. I'll start with the bad news for brands. The bad news for brands is that consumers have more options than ever before. We call it shopper promiscuity. Think about it. Like if, you know, I'm married, I don't know about you, but you know, if, if I had like four amazing suitors outside every single day, standing outside my house being like, you know what though? Like I'm pretty great.
Like I'm an amazing chef. Like I'm really, you know, I'm really good in bed. Like, It'd be hard to stay loyal. Let's just be honest, right? And that's what brands are facing. Consumers have so many choices. They could go anywhere. They could at any time of day. And so that access, the choice that they have creates this promiscuity.
And so the difficult news is that brands continue to be brands and what brands often do as brands, both in marketing and in research, is they do something we call brand narcissism. And a lot of research is built on this idea that if you just track people's relationship to your brand, then you'll know enough and then you'll know what to do. It's called brand tracking.
It underpins all of research and marketing and many people hate it.
including the people that use it because you know things don't shift that much it's hard to really make sense out of it doesn't and again it's it's narcissistic it's like do you i mean imagine imagine ryan if you and i went out let's just say for like a little friend hang yeah and the whole time i was like hey ryan what do you think what do you think about my hair what do you think about my cashmere sweater what do you what do you think about my friends did you look at my friends do you think that they're am i more innovative than my friend you'd be like get out of here
you wouldn't want to talk to me. And that's what brands do with their precious research. So we have really drawn a line in the sand. Our CEO, Rebecca Brooks wrote, um, in our, in our book shopper promiscuity, sorry, we didn't end up getting to name it that because we had a British editor and they didn't want the word. I know it's too bad. It ended up being influencing shopper behavior.
The original name was shopper. I know the Brits. Sorry. She was like, oh, let's not, we can't. But in a chapter in that book, she wrote what I call her Jerry Maguire letter basically to the research and marketing industry saying, we're missing the boat here. Like brand tracking isn't delivering the answers that you want. And to add to that insult to injury, and then I'll tell you the good part.
The challenge is that when we survey shoppers by generation, brand loyalty basically stair steps down. So if you're, you know, a boomer, then, you know, you're pretty likely to keep buying, you know, let's say 60% of boomers are going to keep buying products that they've been buying. By the time you get to, you know, millennials and Gen Z, it's like 17% of them express that same brand loyalty.
So that's the bad news.
But I would agree with you that performance marketing has shown us that the answer is not just the race to the bottom. Yeah, you can get people to buy things if you, you know, do enough coupons and promotions and whatever. Yeah, you can. But you may not have a lasting voice or presence in the space that ultimately means that brands still do have to do the hard work.
What's interesting, though, I think, and I think where the opportunity for brands is, is that brands have this idea that it's either all or nothing. I'm going to put my brand out there, show you my brand logo again and again and again. I'm going to have my billboards up that you won't even know what my website is or what I'm selling. I get so mad at those.
I get mad. My husband has to listen to me for 20 minutes being like, who did that? He's like, okay, calm down.
Right. Or they say, okay, so either we're going to go the all in, it's just our brand name, brand recognition, build brand, or we're going to go all the way to the bottom and give you all these little details. But actually the center space is where we really see the opportunity for brands. Tell them about your products.
and what they do and why they're better and why people should believe in you as a brand. So essentially what we've seen is consumers and shoppers becoming really, really smart. And every piece of research that we've done over the last decade shows that people consume more information than ever before about everything, but also all of their purchases.
And they're okay with it too. Like that's the thing too, is that brands don't have to pretend like they're not. We've actually seen an increase in people accepting advertisement as a useful source of information. They get the exchange.
Tell me more.
Yeah, I would agree with you. At the end of the day, the way our brains work, right? So we do neuroscience, right? And I don't know if you know this, but it turns out half the reason we like our spouses is because we see their face every day.
It's a brain thing. So the next time you get in a fight with your spouse, just be like, am I with you just because I see you every day?
And that's the same for brands, right? So brands, you wouldn't want to give that up.
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