Brands that establish emotional connections earn the right to own the heartland
In today’s high-tech world of product parity, media proliferation and fickle brand loyalty, it has become increasingly difficult to win a majority share of the consumer’s head and heart. Consumers are faced with a multitude of choices in every conceivable segment of the market. From cars to computers, appliances to apparel, fast food to fizzy drinks, the choices are endless – making price and product intrinsics difficult to discern.
Accelerated by the pandemic, consumer shopping habits have been turned on their head. We now prioritise convenience and accessibility. The internet has become our best and most indispensable friend. And with it, a product’s features, benefits and prices are available at the touch of a button.