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Meaningful steps to help you heat up lukewarm brand relationships

Meaningful steps to help you heat up lukewarm brand relationships

The measure of a product’s success is yesterday’s revenue. But when we speak of brands, our aspirations as marketers need to be higher. A product that sells today but disappears tomorrow may never have been a true brand at all.

What defines a brand’s long-term success, more than simply today’s revenue performance, is its ability to create meaningful connections with consumers. Brands have lives and “personalities” beyond simple functionality and price. In a best-case scenario, consumers relate to a brand as they would a best friend or family member. And with social platforms creating more and more occasions for brands to interact with their fans, excuses for not building relationships (or at least trying to) are few and far between.

See more: https://www.ama.org/publications/MarketingInsights/Pages/with-a-purpose....

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