“Some of the most successful brands have done a good job like bringing some levity and joy into the parenting conversation because it can be heavy and weighty and complicated,” said Laura Simpson, McCann’s chief intelligence officer.
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She said the brands that resonated with parents in the study also offered parents an experience with their children rather than just a product. “Experiences are important to everyone, but they’re really, really important to parents, because parenting is not a passive pursuit,” Simpson said. “It is an active, hands-on, intense experience, and I think brands that understand that and help to wrap you in an experience and support you as a parent are so important.”
Simpson cited Lego as an example. “If your kid loves Legos, you can take them to Legoland, you can take them to see the Lego Movie, you can buy these amazing, immersive worlds.”
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