How important is Branding? “A great brand comes from a place of truth about what a business authentically represents, and about what its products means to its customers. It’s not magic, it’s insight.” What is a Brand? Ever wondered what it is that drives people to queue up outside Apple stores from the night before the launch of a new iPhone? Or why is the urge to own a pair of Nike's or sport a Rolex so strong that you would happily forgo dine outs and your regular coffee to save up … [Read more...]
Digital consumers have stronger relationships with brands
Digital consumers have stronger relationships with brands than non-digital consumers. This was the finding from Millward Brown, who analysed WPP's BrandZ database recently. The report compared the brand relationships of digital consumers with those of non-digital consumers across all categories and countries. The findings: that digital consumers have 15% stronger relationship with a typical brand. For some categories such as airlines they have a 93% stronger brand relationship while others … [Read more...]