Local brands evoke national pride, are seen as less profit-oriented, and are often formed on deep local insights. But quality worries persist, innovation is questioned, the information can be woefully inadequate, they are sometimes seen to be opaque – and their advertising is clearly recognised as not being of a global standard. For local brands, quality, innovation and transparency are critical hills to climb.
These days you don’t need a crib-sheet to discover that consumers seek out brands that possess meaning and act more positively to those retailers who do as well.
Brand hate is not just an extremist phenomenon. Regular consumers hate brands too – regularly.
Chinese consumers are brand-loyal because they are reluctant to try something new, not because they actively love the incumbents.
For brands to be most effective in our concerted battle to remove what are such unsustainable practices, they should stop focusing on the communication of operations-driven sustainability efforts, and throw their weight behind nurturing social capital instead. If they're successful with the latter, the former will follow, with the result being far more durable, innovative, transformational sustainability.
No comments:
Post a Comment