According to newly issued original research, Arnold Worldwide has uncovered the emergence of what it calls "Sherpa Brands" — brands that provide consumers with increased guidance while celebrating their successes and accomplishments, ultimately leading consumers to feel more empowered and satisfied. In the same report, ArnoldOn: Sherpa Brands-Guiding Consumers to New Heights, the agency also revealed that 81 percent of consumers believe it's important for a brand to guide them to better decisions.
Sherpa Brands make the decision-making process simpler, minimizing stress and providing tools, information and recommendations to help people navigate their personal journeys and make better decisions along the way.