Hey there Mozzers. This is a collaborative post between myself and a good friend of mine, Mathew Sweezey. Sweezey is the head of B2B Marketing Thought Leadership at Salesforce.com and he knows a whole lot about marketing. We're excited to share this post with you and look forward to your feedback in the comments below.
In 1999, AdAge released its list of most influential advertising campaigns of all time. At the top of the list was 'Think Small,' a campaign that introduced the Volkswagen Beetle to America. It was given top honors not because of its graphical juxtaposition, or its catchy copy, but rather its honest approach. It was the first major campaign to go against what the American consumer said they wanted. When Chevy was telling consumers bigger was better, Volkswagen acknowledged their shortcomings and advised consumers to, 'Think Small.'
When a brand is able to make a sincere connection with a consumer, something incredibly powerful happens. Beyond mere fleeting impact, that moment of connection provides a foundation for long-term advocacy, loyalty, and a sustainable bottom line.
The average consumer in today's market is exposed to more than 5,000 advertising messages per day, wields more computing power in their hand than NASA had to land a man on the moon, and can make a decision about your website in 1/20 of a second. Consumers are overwhelmed with images, and sales pitches and desire a more emotional connection from the companies they support. With this amount of noise, and such fickle consumers, companies who are able to genuinely connect with their customers and community of supporters will have a strategic advantage over those who don't.
As businesses, we should not look at marketing solely as the ability to sell things, but as the conduit for building relationships. Nourishing this conduit requires all the same steps as any relationship building: For reasons both emotional and practical, you have to build a real connection, listen and take action based on what you hear, prioritize the relationship itself, and deliver on the promises you make.
Being authentic and genuine isn't something that companies can fake. Consumers are smart, and they expect a lot from the brands they choose to support. More than a great product or service, it's the passion and cause at the core of the company that builds this much deeper emotional connection between the brand and the customer. All of which can be fostered through personal, meaningful, and relevant content.
Always does a pretty incredible job of this in their #LikeaGirl campaign.
At the heart of this video is a powerful topic that attracts the attention of girls (and women) everywhere: the confidence that girls possess dramatically declines during puberty.
Always is on a mission to "champion girls' confidence." This is a cause that anyone who watches this video can be inspired to change, but certainly the target is girls and women all over the world.
What's so captivating about the video is that Always uses the authenticity of story and the transparency of a behind-the-scenes video shoot to build a powerful, emotional association with their brand. An approach that wouldn't work if Always was taking up this cause just for the numbers on social. Because all of the people in the video are genuinely invested, the message is delivered with conviction not only from the director but also the young adults who are featured in the commercial; they all believe it, too.
What's great about campaigns like #LikeaGirl, and others like this that Always supports, is that Always isn't solely focusing their content on promoting their products. They're supplementing self-promotional efforts with real causes, revealing their sympathy and sensitivity to things that are important to their customers. If they're this compassionate on the sociological side, and they actually live up to these expectations when their customers are using their products, the relationship will be easily formed, and the deep, emotional connection to their brand will be built.
Making a connection with personality
What if you don't have a universal cause like girls' confidence or a large budget to work with? You can build an authentic and emotional connection with your customers and community even when doing simple things like administering a survey.
In order to improve their video hosting product, Wistia created a "Take a Survey" video, featuring their entire company actually doing the Hustle, in order to collect useful feedback. Remember, Wistia is only a fun brand because they choose to be. The video hosting industry is not a sexy, or an exciting one, however they used their content to show off their personality to build a connection with their customers.
What Do You Want to Learn from Wistia? | Wistia at Work
Rather than going with the generic (and more expensive) gift card or iPad raffle, they decided to use something that was genuine and aligned with their culture as an incentive to complete the survey.
This was not a stretch for Wistia. Their personality and natural brand authenticity shows through in everything they do in their marketing. The sincere enjoyment Wistia has in creating these types of videos is infectious and builds an instant, emotional connection with their audience. People loved it so much, Wistia earned their highest engagement on a survey ever. They saw this as a chance to make a connection even though they were asking you to take a survey.
For Wistia, and for companies building an emotional connection in general, it's not about doing things like this just to market; it's got to be part of your culture. That's where the authentic and emotional connection really comes from. Wistia's customers know that they genuinely care about what they think and they'd do anything, even dance The Hustle, to show their commitment to the relationship. This is a bond that will help them maintain a connection with their customers long-term.
Making a connection in a boring niche
But the thing is, if your company is not in an innately creative industry, that doesn't mean you can't create an emotional connection with your customers. You just might have to work a little harder to figure out what will initiate that bond.
Emotional connection most certainly comes from authenticity but it also comes from a shared interest. Both Always and Wistia have a shared interest with their fans. Always sells feminine products, so supporting and championing young women is an easy fit. Wistia is a video hosting company, so educating (or asking for favors) through video is a natural place to make that connection.
In boring industries, for companies who are willing to dig a little deeper for a common interest and also use some personality, there's just as much opportunity to forge the emotional connection. You can start by capitalizing on Ian Lurie's Random Affinities to identify the possible interests of your customers. All you need is two random ideas that don't necessarily have any connection except for a shared interest with your audience.
It's a great way to show your customers that you have a personality and because you're working to spark that emotional connection, you'll have a much easier time building that relationship.
You can also forge an emotional connection by getting involved — both on and offline — in things outside your niche: joining, supporting, or sponsoring community events or causes. But again, the effort needs to be genuine, so pick a cause that you truly believe in and would support regardless of the recognition or positive regard you would earn from your customers. The passion that you feel will be both contagious and attractive to your potential audience.
It's one thing to provide the opportunity for your customers and community to give their feedback and voice their desires. It's entirely another to show them you've listened by responding through action. When you truly listen to someone, you gain their trust, and more importantly, their respect.
Seamly is a company who uses surplus fabric to create unique and limited edition clothing. They take listening to a whole new level by aligning customer feedback with production. They crowdsource in order to design the next pieces in their line.
Seamly collects the feedback on their website and then begins producing the apparel.
Additionally, as Seamly addresses challenges that arise during production, they provide their audience with an opportunity to participate in making decisions that ultimately affect them.
Listening at this level will not only make a difference in Seamly's products (and their sales), but in the relationships they have with their customers. Being human and showing their customers that they've been heard will build a deeper and lasting connection with the company and their brand.
When you make great things, and you connect with your customers on this level, they love you. They write about you. They tell their friends. They do the work for you.
The thing about listening is that it's not just about interaction. It's about providing the opportunity for actual human people to participate in your company's market research. Seamly is focusing on what their customers actually need rather than just following a fashion trend. They're not designing their clothes based on what a focus group put together with an ad agency in New York. They're not allowing the fashion world to dictate. They're creating and detailing garments that their actual customers like.
Seamly's approach works because they're listening to their customers and giving them exactly what they need. That makes Seamly real to them because they're communicating an understanding of each of their customer's individual needs. That's real. That's genuine. And that's exactly what inspires trust and loyalty.
Human responses increase sales
There's a large online bridal retailer who ships thousands of items every day, and on occasion they make a mistake with an order. In an attempt to humanize their brand and listen to their customers (rather than just doing what they, as a retailer, would prefer), they set up a split test to determine which way of apologizing to their customers would be most effective.
To Group A, they sent a $50 dollar gift card, and to Group B, they personally called to apologize. Once the experiment had been executed, the retailer followed up with each group of customers to ask them if they would be likely to buy from them again.
Group B, the group that received a personal phone call apology, was twice more likely to buy from them again. Because they listened, this retailer discovered that a personal, human connection — not a gift card, and not an email, but a real live human conversation — was more meaningful to their customers.
This may not be true for every company or every customer, but finding out directly from your customers what they prefer and then doing exactly that, will show them you're listening, you care, and you're worth their money, advocacy, and support.
In his book Permission Marketing, Seth Godin pioneered the idea of content marketing. Create something of value that will motivate people to provide you with an email address. The problem is, we're competing for attention among so much noise, so earning that conversion has become increasingly difficult. There are over 80 billion business emails sent every week and over 200 millions hours spent on YouTube. Consumers have access to a lot of content, and are weary of another brand sending more emails into their already cluttered lives.
Conversions are a by-product of great relationships. Relationships built on empathy, transparency, and honesty are the ones that last and drive a lifetime of conversions.
The key to creating content that will convert is to optimize for the relationship with the consumer, not the conversion.
About a year ago, Mack Web launched a community building guide. It was our first big "product" and although it took us about 8 months to finish it, we were confident that all of our hard work was going to make a big statement about our company and brand. We thought giving it away for free — no email address and no monetary transaction required — would make the biggest statement of all.
It definitely did.
In less than 12 months, Mack Web earned nearly 6,000 guide downloads (not to mention 373 inbound links). We didn't require anyone to provide an email address in order to download the guide, but since the guide has launched, we've experienced all kinds of amazing benefits including increasing our organic email subscriptions by 50%. The most common feedback we received after launching the guide was that the people reading it couldn't believe they were giving it away for free.
Mack Web probably could have charged for our guide, but we're confident that giving this level of content away, no strings attached, helped to make a lasting connection with our audience in the very early and formidable stages of building our brand. At some level, we've planted a tiny seed with 6,000 people by providing them something of value for free, ultimately by first earning their trust.
People know when you're not being genuine and putting on a front just to get something in return. If you're not thinking of the customer first and providing them with the things they need, it won't matter if you have an email address; you won't build a connection or earn the opportunity of a relationship.
The trick Mack Web learned from giving something away without asking anything in return?
You don't need any tricks.
Lead with integrity and put your customers ahead of your bottom line.
There are undercurrents to every digital interaction you have with your customers. Every promotion, everything you say about your brand, everything you convey about your brand is a promise. Every conversion, every time they choose to buy, download, or subscribe is an agreement. You promise to provide something of value or to care about certain things or to work toward certain goals; they promise to engage with you as a result.
But here's the twist: each of these promise-and-deliver interactions is actually a negotiation for further, richer engagement. How you deliver on your promise dictates what happens next: do you build a relationship or do you lose a fan?
There are over 150 million blogs online and 500 million tweets per day. The content choices a person has are endless, so you have to give them a reason to engage with you - to deliver on the value you promised, the value that attracted them to you in the first place. You can't afford to take the consumers for granted and forget that it's a negotiation, because they certainly won't. They are constantly bombarded by ads, by links, and by reminders that they have many, many options.
If you fail to remember this, you may be spending money only to drive people away.
In a study Sweezey conducted of over 400 B2B buyers, he found that 71% of consumers have been disappointed with the content they downloaded from a business. Of those 71%, 25% would never read content from the business again due to their disappointment.
This is, quite simply, because they really don't have to. If you don't care to fully listen to and empathize with their needs, to provide them the fullest, richest experience, they can easily find the relationship they are seeking elsewhere. Not surprisingly, 49% of consumers who have a bad experience with content said it had a serious effect on their trust of the brand.
A few weeks ago, I did a webinar for Piqora. There were almost 900 people who signed up for the Webinar, and because I was the presenter, Piquora offered to provide me with the email list. Immediately I told Piqora that we wouldn't have any use for the list. I'm not overly fond of companies automatically adding me to a list I didn't sign up for and I didn't want to return the annoyance and drive people away from our brand, especially at first experience.
In fact, depriving our audience of choice goes explicitly against one of Mack Web's values: human-centricity. If there's a practice that personally annoys us, using it on others would be a pretty severe break in the promise of our own brand.
Still, it would be a shame to pass up on the opportunity to connect with these 900 people. So instead, Mack Web asked them:
We didn't get all 899 people who signed up for the webinar, but what we did get was 66 people who, by their own free will, felt confident about connecting with Mack Web this way. That effort was the highest signup month we've ever had.
The best part for us though, was getting feedback like this:
Because this is how it could have gone:
We've all been there. You voluntarily sign up to listen to a webinar, or download a whitepaper you're really excited about reading. But then, immediately following, in addition to the content you wanted, you also get spammed with all the stuff you never asked for. Immediate relationship infringement.
Giving readers the opportunity to choose demonstrates respect for their needs which makes you human. Then, all you have to do is continue delivering on the experience that your audiences expects so that you can maintain their trust ongoing.
Follow through both on- and offline
Delivering on your promise as a company needs to happen on every channel, not just your website, social, or email marketing. The experience is everything before, during, and after the interaction, and you must meet customer expectations both on and offline.
Kmart did great work humanizing their brand with the 'Ship my Pants' campaign of creative TV commercials, but the experience falls flat when it comes to their actual stores.
The majority of reviews of the Chicago, Illinois Kmarts fall below 3 stars. Some even as low as 2 out of 5.
Where Kmart has gone wrong is by treating their marketing and their in-store performance as separate entities. To reconcile the difference between their ads and their stories, Kmart could choose to be transparent about the subpar performance offline. They could share their plans for improvement with their customers. If their customers and community are aware that they are facing issues and trying to tackle them, rather than covering them up with a creative campaign, Kmart may earn their compassion and trust.
Everything you do as a company communicates the experience of your brand, not just your marketing copy or paid ads. Every touch point offers an opportunity to develop an honest relationship with the people who are coming in contact with you. Put honesty and authenticity first and you'll provide an amazing experience with your brand.
The good news and the bad news
The good news is that all of this stuff is pretty simple. We're all human beings. We all work with other human beings. We all know that we need to treat our customers how we would like to be treated.
The bad news is that simple is not the same thing as easy. Humanizing your brand, building trust, fostering an authentic and lasting connection with your customers is hard work. It doesn't necessarily scale. And unless you can tap into some genuine, authentic passion of your own, the connection is going to be a whole lot harder to ignite.
The companies that can do this stuff and do it well are the ones that have, at their heart, a purpose deeper than making money. Maybe it's something everyone can connect to like Always advocating for girls everywhere. Maybe it's something closer to home like providing wearable, unique clothes tailored to your customers' needs and tastes like Seamly. Whatever your goals, your real passion and drive for that meaning beyond money will keep you going, will inspire you to relentlessly improve your products, and will ensure that your brand is memorable and desirable to your customers.
Which is why all this humanizing stuff has to start from the inside. In order for it to be successful, you have to get the whole company on board and genuinely excited about providing the full human experience to your customers. If your marketing doesn't come from your core, it's not going to forge a genuine and emotional connection with your customers, and it certainly won't help you foster the growth of a community.
Flashy ads can help you stand out for a moment. But for the longest-lasting and most loyal customers, you don't have to outspend or outdo everyone else. You just have to outthink them and do the simple stuff that real humans do.
Great post! I especially agree with putting the relationship before the conversion. We are in the travel niche and we regularly help people realize that we may NOT be the right choice for them. Ironically, this also maximizes for what we have termed the "long-play conversion." Since we are honest/transparent with these customers, they will oftentimes refer us customers or come back to us in the future. This type of transparency is BOTH the most profitable (long-term) and the right way to run a business. Trust and authenticity builds brands on a strong foundation and a lack of integrity will destroy even the most conversion-rich company.
"Trust and authenticity build brands on a strong foundation, and a lack of integrity will destroy even the most conversion-rich company."
I love that, and couldn't agree more. =)
Yes Trust and authenticity is basic element in branding
Agreed David. Many businesses don't feel that they have the time for the brand building stuff because the returns are not very scalable and not always immediate. If you can set goals (both long and short-term), focus on what's important to accomplish now so that you can reach those long-term goals, and invest the time to nurture relationships, the long-term wins will come more quickly and you will have built a more sustainable business (which means you can weather whatever it is that Google or Facebook decides to do).
I agree with David above on this one, but find that the most impacting thing in this article (be it a business that can thrive because of it's product or service, or a dull product that "Making a connection with personality" is a huge step in the right direction and I have had great success with this technique, with clients that are sometimes in difficult niche markets, be it B2C or B2B.
If that client can step out of their older, antiquated comfort zones, see the bigger picture about their brand, then remarkable things begin to happen, and they begin to believe. That's the tipping point in projects I manage and directly correlates to that point in the article.
Inspiring article. Well done.
Thanks Rob. It's funny how easy it is for companies to get stuck in their old ways and be resistant to spending time connecting with their customers and just plain old being human.
SO good: "Put the relationship ahead of the conversion...Conversions are a by-product of great relationships. Relationships built on empathy, transparency, and honesty are the ones that last and drive a lifetime of conversions."
Another Moz post that will be bookmarked, referenced, & shared often!
Thank you Sheena! We really appreciate that.
Great post! I like that you used Always and Wistia as examples - 2 totally different companies (and videos), but both did a great job of making an emotional connection.
Jeremy,
Thanks for the compliment. We used Wisita because they have done a great job at humanizing a super boring industry. They put humanity at the core of everything they do, even their office, conferences, and marketing. It's an amazing example of people building a human brand around a very stuffy, boring industry.
It is neccesary to humanize ours brands
The people loves the response, conversation and online relationship. For Branding these are the Key terms. Great Post Mackenzie !
Seriously solid Moz post! The only way to get people past price shopping is to give them reasons beyond price to be loyal. The 4 key tips you provided were spot on!
If you aren't building an emotional connection with your customers, it will just be a matter of time before your customers abandon you in favor of a certain online big box store that is entering more and more niches by the day.
Thanks Michael. Price will always be a factor. There's also a lot to compete with these days and companies move fast. Long term, companies who invest in building that authentic experience, continually improving their product, and cultivating passion within their communities will have a strategic advantage over those who don't.
Michael,
I totally agree with you on how to get past price. Add value! People aren't buying on price, they are buying on value, and if they see the value the same, they will pick the one with the lower price. Great insights!
What about the personalized and targeted approach? I think it also points to be addressed when it comes to building trust with and Humanizing your brand.
Some really great points here. Since humans link to brands, it's always best to humanize your brand!
Hi
Nice article but i have some points to share. All these creative brandings have been mainly done by Genius advertising agency teams. For instance VW legendary campaigns/slogans was a part of Sir JOhn Hegarty's works (for details and mindset behind his book advertising) a nice reference to mention here.
Thanks
Great article. Especially, I completely agree that one of the best ways to build a human brand is community/ charity participation - a genuine one, of course. Our charity organization really values the donors that we have, because we know they are sincere and they support us because they believe in our cause - art classes to kids in Haitian orphanages. In any case, we have recently created a post that lists benefits for a company that supports a charity organization. Hope it's useful.
This article is great, you are right every company need to solve the problems of customers.i think if any company follow these four ways then they can easily build trust .
Interesting read: I am currently in a marketing class developing a marketing plan for a real estate duo that pride themselves with being strong advocates for their clients by not only assisting with the purchase or sell of their home, but also educating them as well. Which in returns builds trust.
Fantastic article! The human element has been driven away by bottom line thinking and has caused significant issues for some major companies. Home Depot had this problem when they lost their founding members to retirement and replaced them with former GM exec Robert Nardelli . The end result? The company nearly went bankrupt as the culture of the company made a dramatic shift away from the human experience (putting customers first, providing knowledgeable staff who focus on giving customers a great experience, putting in-store managers in suits and ties instead of an apron and jeans) to a metrics-focused culture. The company needed to tighten its belts, but had to keep the customer-first focus. People want a mom-and-pop feel, even when they deal with massive companies.
I have read many articles on the subject and this has seemed to me one of the most complete and more understandable than the rest.
#1! No one says that building relationship with your clients is easy but it's the best way to start for any business to reach their goals :-)
At this moment, branding is very important, in addition to having a brand image, in SEO because creating a brand image will improve your ranking greatly.
Just loved this post. People trust you when you be open to them about who you are. I thinks by adding your team in your about page can also build trust about your brand.
Great ideas. I think what underlies them all is a fair amount of confidence, especially in light of all those that will doubt.
So true Greg. There's always the question of ROI with brand building. Especially because it can take 2-3 years to really build a foundation that then begins to turn that fly wheel and organically grow the business and the brand. It's important for companies to understand that in addition to working on goals for their business (revenue) that it's also imperative to balance those efforts with an investment on brand goals. Focusing on both business and brand goals is what it takes to move the business forward.
I love the Mack Web example. Never considered how a "give" without asking for anything puts relationships in front of 'conversions'. That's fantastic, and the link equity built through the give is phenomenal as well. Great strategy, I'm going to use that myself.
Thanks J. It's not that you can't ask for email addresses in exchange for content like that, but we've found that we get a better response if we give it away for free. Our goal with the guide was to get as many people reading it as possible, and we knew asking for an email address would greatly reduce how many downloads we earned. Now we're organically earning emails from those who have read it, like our approach, and want to stay connected vs. us marketing to a bunch of people who just gave us their address so that they could get the free guide. It's all up to your goals and your audience. This approach has worked great for us.
I was just watching a video the other night about engaging customers on the core level. Your post makes me believe so much more that it is the best way towards great success. And, yes, everything we say and do counts which determines how successful our marketing campaigns are going to be. And because everything matters, simply caring less for the conversion becomes a difficult thing to do.
Yes, it is difficult to not focus on conversions. I get it. Businesses need to make money in order to be successful. The message that's important to hear is that if you focus on building a better business (and being human and authentic in the process), then you're going to attract a community of loyal advocates who support your company. And because of that, your audience and brand will continue to grow. But none of that will happen if you don't invest in being a good company and leading with meaning and authenticity.
Joseph,
Everything counts, your are totally correct. Somethings like the Kmart "Ship my pants" example had very positive results on the initial goal, then failed because they ended up driving people to bad reviews. They spent millions of dollars to have people see their stores are horrible experiences.
So everything does count, but the impact from the negative reviews IMO weighed much heavier on the experience than the positive good will the humor in the commercial created. This goes into the concept of what I call Net Positive Interaction Theory. Each interaction has an impact, they can not always be tracked, but those companies who do optimize at their core for the best for their employees, best for the customers, always do best by their brands. Those who optimize for profits, have to lie about everything else and it comes out eventually, and the only way to get those customers back is to spend more money.
We didn't tackle the sustainable costs of humanizing your brand in this piece, but IMO it's going to be something we all consider not only as correct but more economical in the long run for our cost of marketing.
Great Article. Relationships are everything in our business and putting them before conversion is very important.
Building a relationship with the customer is as basic as capitalism itself. Thanks for reminding us the basics that we sometimes forget. Good work!
Spyros,
You hit a key chord with the word Capitalism. It's been thought in business school over the years that the goal of Capitalism is to make things better, faster, and cheaper. This was viewed as mass production, and scaling efforts. Human interactions are not scaleable, so humanity was taken out of the equation, and replaced by mass marketing. It has now come full circle and it seems adding humanity into your marketing is the only scaleable way to progress forward.
Glad you were able to make that connection.
Mathew
Hi Mackenzie
A great article from yourself and Matthew. Have bookmarked and shared.
I find that if you have a well defined 'why?' (read Start with why by Simon Sinek) this is what connects with prospects emotionally. Your 'why' is a strong foundation for your branding and will inform your core message and all your marketing material. I always start a branding project, marketing campaign or website by asking this question.
Shelli
So very true Shelli and thanks for your kind words. Thing is though, if you don't have a great product, authenticity and meaning will only get you so far. As a company, you've got to earn that connection by meeting customer expectations in every realm: a real company at the core, a stellar product, and extreme care for the relationship shown in all interactions including customer service and support.
Thanks so much for the compliment. I agree very much with what you've said about beginning with they "Why". Thought it sometimes is hard for businesses to understand they "Why" because their why is mainly profits. If the why of your business is to only make money, no marketing can ever be honest, authentic, or human.
Best marketing post I've read in a long time. Good job!
Thanks Bryant! Mack and I had a fun time on this one.
As a business owner, this is actually one of the most exciting parts. It's not always about conversions. The relationships we built along the way will define the brand and it's future.
Thanks Mackenzie and Mathew
Great post Mackenzie, such an important topic that's often overlooked. Listening, engaging & delivering, all around real relationships can bring significant long term benefits. Earning & sustaining trust is vital.
Thank you Simon. My friend Mathew Sweezey also collaborated on the post and we definitely agree that this is a topic worth spending some time on. This is the harder stuff that doesn't scale, but it sure does pay off long term.
Ahh, Shucks Mack. Thanks for the shout out.
Simon, in my research I've found trust is actually something which is very fluid. It goes up and down on almost every interaction a brand has with consumers. Though what I've also found is the brands who have the concept of trust at their core, usually don't have any issues with building or maintaining trust. If your core focus in on being a human company, then humanity shows thought your brand messaging. If making money is at your core, then everything is a guise to cover up that fact.
Wow, great timing! I'm smack-bang in the process of compiling something similar for internal distribution (and subsequent customer-centric rollout) as this hits my newsfeed!
Lots of sound advice which should stand any organisation in good stead with their customer base. Invest in meaningful, genuine relationships first and foremost; the rest, as they say, will surely follow.
It's funny how these article seem to pop up when you need them the most! Rand has repeatedly 'followed my needs around the web' doing this over the years, and answered the bell numerous times when I was jammed up or couldn't find the answers I was looking for. Huh.. ESP? :) LOL
Great! Thanks for reading and sharing with your team Luke. Please reach out if there's anything you'd like to discuss.
Really enjoyed the first and fourth point. I think consumers these days look for the most trustworthy brands that they know will be there for them. Keeping promises and building emotional connections massively builds that trust. Thank you for the insightful article!
I'm really hoping that consumers will continue to seek out and be advocates for companies who are authentic and truly value the relationship with their customers.