Consumers need to want to be associated with their brands, creating that pull is key. This creates a connection and is the start of an ongoing dialogue, a conversation between consumer and brand.
This conversation has to be genuine too. We are much more picky these days, so we increasingly need to really believe in the brands we buy.
What’s does the brand believe in? What is its stance on key issues?
In order not to trip themselves up, brands must to be truthful in everything they communicate. As we become more and more savvy, if they aren’t true to us we will see through the puff before long – and eventually this will causing long-term damage to the brand.
