Brands have to be unique, generate trust, and enjoy preference and appreciation from customers. Those are four core values we've all seen in marketing literature. These brands now have to comply to several new demands, put forth by the marketing economy. Brands now have to also be honest and transparent. They have to be co-operative and accessible. The problem is, many companies already believe they're unique and offer the best product and serivce. We're all trustworthy, we're all 'your partner in...'. The core values form the basics for our companies, but they also form the input to our creative processes before leading to product or brand communication. Brands can be dynamic, exciting, passionate, sensible, inspiring or naughty. After establishing the core values, we have to prove them. What is it that makes us dynamic, exciting or sensible? What proof do we have of being passionate or inspiring?
When brands prove their core values time and again, this will have a strong effect on a customer's brand appreciation. Highly appreciated brands can ask more from consumers, because these brands 'manage' the perceptions a client has when making his purchasing decision. The higher margins can then be used to invest in even more brand stability. In times of economic recession, clients look for solid ground and often
end up with the brands they know will do what they promise. In following articles, I'll show you that building a brand doesn't have to be expensive.
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