Boost sales, gain customer loyalty and compete effectively in a global market.
The process of change we are witnessing has permanently transformed the way we choose brands. The scenario is not the same as it was 10 years ago, when people never questioned what they were buying. Now people want to buy products from companies they believe in, especially the 18 to 35-year-old Millennial generation. This new mindset means brands have to be built according to new guidelines, which go beyond a simple promise and attractive communication; if they want to be successful, they need to develop their authenticity by building a unique and stronger connection with their audience and to society. +info
Would you be friends with someone you had nothing in common with? It’s no different with brands. Trust is the key to personal relationships and, of course, to branding too. Human-centered branding means having a purpose and identifying shared values between the brand and its audience to create a brand culture and make it tangible through experiences that allow the consumer to identify with these values.
The outcome of creating real links is that companies generate customer loyalty and enhance their competitiveness and future success.
In this video, Simon Sinek discusses the importance of authenticity, meaning and shared values to build trust.
92% would buy a product with a social and/or environmental benefit if given the opportunity, and more than two-thirds (67%) have done so in the past 12 months
(Echoglobal 2013 CSR Study)
The social benefit dimension of companies is becoming more important to consumers and will have even more impact in the purchase decisions in the very near-future. To lead or rather adapt successfully to this new reality, companies need to define their social benefit dimension within the DNA of the brand. It’s important to remark that we are not talking about specific CSR actions, but rather incorporating a vision of commitment strategically defined and aligned with internal values that will articulate actions over time and will genuinely differentiate the brand.
If you want to know more about becoming a next-generation brand, get in touch and we’ll be happy to discuss your particular situation.