Making your brand promises matter
"Move from [product] differentiation to actually making a difference" Umair Haque, the director of the Havas Media Labs and Harvard Business Review blogger
Earning your way into a consumer's heart is something that we know is important. Helping consumers feel something positive is the goal, convincing someone of purchase can only be an easier win as a result, surely?
The case for this being important, I think we'd agree, has never been as strong, when so much of marketing success hinges on forming connections with consumers, earning even seconds of their valuable time.
This at a time when despite the billions of £/$'s spent on marketing, Haque's latest report states that consumers just don't care - 73% of people don't care if the brands in their life disappeared tomorrow. Ouch, and yet so obvious. If consumers are that indifferent, then we have to make them feel, we have to…