When it comes to consumer products, marketers frequently take pragmatic promises for granted. Doesn’t it go without saying that detergents clean clothes and paper towels soak up spills?
This year’s Prophet Brand Relevance Index shows that kind of thinking is hurting some of the world’s biggest companies. For today’s consumers, practical benefits still matter.
The Index gives equal weight to what we believe are the four core drivers of relevance: Ruthless pragmatism, customer obsession, distinctive inspiration and pervasive innovation. But this year, a shakeup in the consumer product category shows consumers notice when brands have lost sight of the pragmatism, especially with more brands and information at their fingertips.

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