The degree to which a brand feels omnipresent to relevant audiences, is talked about positively, and is easily recalled when a customer has a need in the brand’s category.
Strong brands lead meaningful conversations.
What this means
With media fragmentation and increasingly sophisticated data, the strongest brands are not simply known to many – they are an active and welcome part of conversations that are relevant to very specific segments.
The permission to engage with consumers beyond transactions derives from these brands’ ability to reframe what they do in the light of what is emotionally or functionally relevant to people.
At times of crisis, people may
be in the same storm, but are on different boats. The strongest brands consistently show up with the right emotional dress code, showing a deep understanding of their audience’s reality.
Following the current disruption, the journey for many brands
will be to make their presence context agnostic.
The extent to which a brand is
seen to deliver against the (high) expectations that customers have of it, is perceived to act with integrity and with customers’ interests in mind.
Trusted to do right, not just deliver well.
What this means
The age of surveillance capitalism has created a new asymmetry between people and businesses, with rising concerns around privacy, ethics and behavioural modification. The traditional currency of brand trust – satisfaction – is still necessary, but it is no longer sufficient.
As ecosystems and platforms become increasingly interconnected, pervasive and powerful – more
so than many sources of public authority – trust starts from acknowledging individuals as constituents, not merely consumers.
With growing transparency, it’s hard to unpack people’s trust in a brand, the company or their leadership. Aspects of the business once of little interest to the public are now an integral part of consumers’ conversations and judgment.