BRAND TECHNOLOGY: A shopper's new best friend Try a little tenderness

Brands are tapping into symbols of human kindness to get people spending. An emerging trend sees companies keen to break down the formal barriers between manufacturer and consumer in the pursuit of greater transparency; by being open and approachable, they hope to build trust and, ultimately, sales....

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Bibliographic Details
Published inBrand Strategy p. 16
Main Author Riddiford, George
Format Newsletter Trade Publication Article
LanguageEnglish
Published London Centaur Communications Limited 23.02.2009
Centaur Media USA Inc. (A member of Centaur Plc Group)
Subjects
Brand image
Brand name products
Cereals
Consumer attitudes
Consumers
Design
Friendship
Logos
Marketing
Social responsibility
Trends
United Kingdom
United Kingdom > UK
Online AccessGet full text

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Summary:Brands are tapping into symbols of human kindness to get people spending. An emerging trend sees companies keen to break down the formal barriers between manufacturer and consumer in the pursuit of greater transparency; by being open and approachable, they hope to build trust and, ultimately, sales. Shoppers feel more responsible for how their purchases affect the world. They believe they can make a difference by giving custom to the companies and brands that seem to have a better attitude. Such factors make it perfect business sense for brands to reach out to consumers and try and engage with them as trusted friends, rather than simply suppliers to their lives. The most obvious physical sign of this trend is the move towards a more naive, informal corporate look rather than some of the more serious, heraldic designs and logo styles of the past, even in the most industrial or traditional market sectors. BP was ahead of the curve in spotting this trend in 2002, when it redesigned its logo. Also ahead of the times was Unilever, adopting a new 'touchy-feely' floral corporate logo across all its brands in 2003. Brands need to think about humility as the new watchword in defining relationships with their buyers.
ISSN:0965-9390