It’s time to reorient your thinking on the most effective deployment of your investments in marketing communication. You can start by breaking free from entrenched myths about brand outreach, consumer behavior, and sound strategy.
NEW THINKING
HomeAuthor
Robert Wheatley, Author at Branding Strategy Insider - Page 4 of 5
What trails consumer decisions like an ever-present shadow and has profound influence on the path to purchase? Fear and risk aversion. Fear is a pervasive if unwanted participant in brand growth outcomes, one that requires a closer look. How does fear manifest?
There is no substitute for a relevant, focused brand story that capitalizes on a form of ‘secret sauce’ — conjuring added meaning, purpose and value to support why consumers should join your brand’s “movement.”
It’s no easy feat to build a healthy brand that stands the test of time while continuing to advance category leadership. Focus, persistence, and sound strategy will be required to stay ahead of the drumbeat of constant change and the surprises of unexpected and disruptive business conditions.
Now more than ever, earning consumer trust is paramount to the growth and development of your business. You can’t claim it. You can’t invoke it. Trust is only earned through credible, verifiable behaviors and openness. We believe this is sufficiently important that it deserves a unique discipline in the marketing eco-system we’re calling “Trust-ology.” Emerging trend: the world around us keeps supplying consumers with reasons to be skeptical, wary and thus more susceptible to perceiving...