A New Era of Brand Building: Embracing Consumer Empowerment

Understanding the Shift

Today's consumers are different, and so must our approach to brand building. The pandemic has heightened the need for brands to:

• Acknowledge shifting purchase decision levers
• Foster meaningful relationships with consumers
• Adjust to the evolving dynamics of influence

The Legacy of Command-and-Control

Too many brands remain stuck in the old mindset of "command-and-control" marketing. This approach hinders the formation of authentic connections between brands and consumers, who seek brands that provide added value.

A Decade of Evolution: Emergent Brand Building

For over a decade, we have refined a new approach to brand building, grounded in consumer psychology and the impact of culture. Culturally informed brands resonate with consumers, giving them an edge in their industries.

Call to Action: Let Go of the Past

Brands must embrace this new era by moving away from transactional thinking and feature/benefit selling. The old ways have held us back from attracting loyal brand advocates.

The Power of Consumer Relationships

Sustainable brand relationships are built on trust and admiration. They yield significant financial benefits, higher margins, and improved ROI.

Most importantly, they create the opportunity for transcendence, where consumers become brand members, not just customers. This is where brands tap into the "why" that drives brand loyalty.

Bringing Meaning to the Forefront

To build lasting brand relationships, we must focus on delivering added meaning, trust, and purpose. Consumers today seek guidance and connections, which brands can provide.

• Uncertainty: We offer certainty amid life's chaos.
• Disconnection: We bridge gaps caused by social media overload.
• Absence of trust: We build trust by being transparent and authentic.
• Fear of the unknown: We provide clarity amid societal concerns.
• Existential threats: We empower consumers to gain control.
• Lack of control: We restore a sense of agency.
• Financial and time pressures: We alleviate stress through convenience.

Positioning Pitfalls: Transactional Mindset

Many brands fail to differentiate themselves by focusing on "better than" claims instead of true uniqueness. They lack higher purpose and fail to provide meaningful value.

Potential Problems:

• "Better than" thinking vs. differentiation
• Awareness over relevance
• Lack of customer centricity
• Misaligned higher purpose
• Uncompelling brand narratives
• Commoditization due to competitive comparisons

The Path to Success: Customer Centricity

Healthy brands prioritize customer needs and align their actions with the mission of serving those needs.

Creating "Vows" to the Consumer:

• Truth: Unwavering honesty and transparency
• Honesty: Open and forthright communication
• Priority: Consumers come first
• Faithfulness: Unwavering commitment to consumer well-being
• Devotion: Empowering consumers to achieve their dreams

These vows deepen brand relationships and make consumer centricity a cornerstone of business strategy.

Contributed by Robert Wheatley, CEO of Emergent, The Healthy Living Agency.