4 Brand qualities for the future.

 Brand-building is an infinitely more difficult exercise in the current environment. Gone are the days when you could throw a bunch of money at mass media, and use it to drive distribution and consumer trial, and if the thing was any good at all, gain some measure of “brand”.

The rules have evolved dramatically, they are both simpler to articulate, but as with many simple concepts, harder to execute, as in their simplicity lies great challenge.

    1. Never build expectations that may not be fulfilled.
    2. Communicate a very clear promise that differentiates the product in a way meaningful to the behavior of the user.
    3. Build trust by over delivering consistently
    4. Innovate beyond familiar boundaries whilst retaining relevance to consumers.

See, easy!

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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