Brand Bytes Blog
Brands are adopting causes left and right. Reasonably so, as our research shows that 81% of consumers believe that a company should have a purpose beyond making a profit.
Brands that were built with a cause at the center of their mission do not face the same challenges as brands seeking to incorporate one in order to become more relevant and drive profits.
Anticipation, driven on by curiosity, is at the heart of more than scary movies. It’s what drives the best stand-up comedy, sports events and the nightly news. And, yes, even good advertising.
Let’s face it – humans are no strangers to rivalries, and are happy to pick a brand, become a fan, and continue the argument. As brands have learned, this can drive up loyalty through a feeling of belonging and can be very hard to unseat.
In days of yore, advertisers interrupted the regular scheduled program with a brief message. But those days are over. Viewers can watch what they want, when they want, and how they want. And no one wants their viewing experience interrupted.
Peter Drucker, the original management guru, once taught, “If you can’t charge a premium price for your product, then you don’t have a brand.” So how do brands get to charge that premium?