A brand is no longer just a logo, a color palette or an advertising campaign. It is a promise and an experience that a person receives at every point of contact. Based on data from an online study conducted by Norstat in April 2026, it is clear: a trustworthy brand is not merely an added bonus – it is the foundation of a company’s survival.
This year, special attention to branding and brand storytelling will be given at the Frank Case Study stage during the Marketing Shake 2026 festival. Read on to discover the role a brand plays in the eyes of society!
Emotional Connection to a Brand
A total of 503 respondents participated in the Norstat study. Of these 68% admitted that there are brands whose disappearance would genuinely upset them. This indicates that the majority of respondents are already emotionally connected to certain brands. Not only the product or service, but also the added value – the brand itself – is an important factor in purchasing decisions.
Made in Latvia – Advantage or Challenge?
53% of respondents stated that they have a local Latvian brand to which they have remained loyal for several years. This is particularly important for local businesses, as global top brands often dominate consumer trust.
However, the data shows that people in Latvia also have local brands they genuinely like and consciously choose – not merely due to circumstances such as limited options or availability. A strong and well-developed local brand can become a preferred choice for consumers even in a competitive market.
A Pleasant Surprise
In today’s fast-changing pace of life, it is increasingly difficult to surprise people or create something truly new. Still, 62% of respondents admitted that a brand has unexpectedly delighted or positively surprised them. Sometimes even a small gesture is enough to leave a positive impression. This creates an emotional connection that strengthens trust in a brand far more than any advertisement.
One Mistake – and It’s Over
Half of the respondents (51%) admitted that a brand has disappointed them so deeply that they no longer purchase its products or use its services. Each consumer has a different threshold and level of patience. What may seem insignificant to one person may be the “last straw” for another.
Trust is fragile and sometimes a single mistake is enough to ruin years of built experience and relationships. Everyone makes mistakes, which is why transparency, acknowledging errors and taking responsibility are the best ways to build strong relationships between a brand and its consumers.
Brand Experience Stories
If you want to find out how to build a brand that truly matters to people and creates emotional connection – join us on May 21 at Sporta 2 Quarter at the largest marketing and communication festival in the Baltics – Marketing Shake 2026!
This year the festival is expanding by launching a collaboration with a dynamic, goal-oriented and highly capable partner – the marketing agency Frank. This partnership will enrich the Marketing Shake program with a dedicated space for exceptional stories – the Frank Case Study stage.
Register for the event here - Marketing Shake 2026. See you there!
EN 
LV