Hush Mayfair, 8 Lancashire Ct, London W1S 1EY
Customers now control their favourite brands
Building a brand used to be straightforward. Decide on your messaging, visuals and photography, then push it to your target customers. It felt clean. Now, building a brand is much more multi-layered.
With many businesses now selling (and fulfilling) direct, the social element has forced brands into a delicate tug of war. We’re hearing from brand owners that brand building in 2022 is as much about what attributes customers give a brand, and what they spread in the market around them, as the message brand owners push. With a more commercially direct relationship with customers, paying attention to the subtle ancillary touchpoints that communicate your brand promise is vital to building a brand that lasts.
At the latest installation of our Brand Commerce event series, we discussed
- Harnessing what attributes customers give you – how much are you steered by customers?
- Understanding which customers you care about, and which you depend on
- How do you get to people through your customers?