BRANDS CAN NO LONGER LURE
CONSUMERS BY REMIXING MARKETING
PLATITUDES. THEY ARE NOW EXPECTED
TO INFORM AND EDUCATE THE PUBLIC
AND MAKE A POSITIVE CONTRIBUTION
TO THE WORLD AROUND THEM.”
— EMMANUEL PROBST, CONSUMER PSYCHOLOGIST AND
CONFIDENCE
BOOST
he devastating news came at a time
when Peloton was riding an incredible
wave of market demand and consumer
love. Powered by the amazing success
of its exercise bike, the brand released
the Peloton Tread and Peloton Tread+
earlier this year. The $4,300 treadmills
were ranked No. 1 by Consumer Reports
when compared to 41 other brands.
But in March, after a child suffered a
brain injury while using the Tread+, the
Peloton brand fell under public scrutiny,
even seeing its shares drop 6.2% in
premarket trading directly after the
incident.
To help reinforce its commitment to
Taste Test 2021 milkshake 3
CONSUMER MARKET RESEARCH PROFESSOR, UCLA
HOW BRANDS CAN
REINVIGORATE
TRUST
