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Shaping Brand Experiences to Avoid Alienating People

Shaping Brand Experiences to Avoid Alienating People

Cartoon by Tom Fishburne. Every brand moment matters. How often have you found yourself filling in a form that simply asked too much? Where you could not imagine how the information being asked was going to be used? Or worse, the only thing you could imagine was that the information would be used against you. No, not by some dreaded department deep inside the government. But, by something worse: the brand’s marketing department. OK, that’s a bit of an overstatement. But hopefully it has provoked you into thinking about how your brand is reaching out to people. How the experience...
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People Respond to Meaningful Brands

According to a recent study by Havas Media, only 20% of brands have a notable positive impact on our sense of wellbeing and quality of life. The study further reveals how the expectations, judgements and behavior of people are evolving in ways that must make brand-owners rethink their current strategies: For the 4th year running consumer expectations of companies’ responsible behaviour continues to rise Nearly 85% of consumers worldwide expect companies to become actively involved in solving these issues (an increase of 15% from 2010) Those prepared to reward responsible companies by...
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