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Strong brands are the result of thousands of individual connections with customers. Optimising every touch point, from a national advertising campaign to call centre guidelines, is vital for success. |
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Every campaign must involve and engage the consumer. It must contain simple messages that convey benefits. And it must have the brand at its heart. Sounds simple, but miss one of these and the communication will fail. |
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Time is the new currency, it is more scarce than money – all communications must be ‘to the point’ to compensate for this. |
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Simplicity is important – the decision by customers about whether to engage with any communication is literally made in a blink of an eye. |
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Brand stories are important for creating emotional bonds with brands, whilst brand benefits deliver rational connections. |
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To be of value our attitude must be focused, yet flexible and our work must have an impact on the bottom line. |
