Trust. It’s the bedrock on which brands are built.
We assume a brand earns our trust over time by demonstrating it can deliver its promises.
However, a brand has first to pass our snap judgement of whether it’s friend or foe. And this has little to do with the core benefits on offer.
Read MoreA brand needs to own one thing.
It’s advice I’ve heard throughout my career.
But in customer research, I’ve yet to find a brand that’s only associated with one concept…
Read MoreStorytelling has become a core skill that brands have to master. And for good reason.
A strong brand story can engage people, be memorable, and help them believe in what the brand stands for.
Read MoreWord of mouth has traditionally been underutilized by marketers.
Its importance has always been apparent. Every piece of research I’ve ever done has had recommendation from friends or family as the first or second source of new customers.
Read MoreBrands need to focus more on acquiring new customers in order to grow. It’s advice that has become increasingly widespread.
The ball started rolling with the publication of How Brands Grow by Byron Sharp in 2010.
Read MoreHow often have you heard the mantra consistency is the key to successful branding? It's been taught as a fundamental branding principle throughout my career.
Yet growing up in retail marketing, this was not my experience.
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