How to make consumers fall in love with brands again?
74% of brands could disappear tomorrow and nobody would care. Everyone skips commercials, and more than 20% of people have an active adblocker in their browser. Where did brands and their ads go wrong? Is all love gone, or is there something that can be done to make consumers care about brands again?
Like in any healthy, long lasting relationship, the key is to give rather than to take. Consumers no longer put up with rubbish advertisements that are clearly focussed on sales without any consideration of what they want to hear, see or experience. Brand loyalty can no longer be gained by the same mechanisms that were used in the 60’s and 70’s, or even up to the first decade of the twenty-first century, as was the case in brands like Coca-Cola.
Succesful brands nowadays are those brands that focus on meaningful marketing, aimed at providing added value to the consumer. Meaningful marketing reaches for more than sales and talks about more than a product. On the contrary. The more direct the link between the communication and a product, the less positive the effect on sales nowadays.
In his new book Meaningful Marketing (published in Dutch), Bart Lombaerts explains the evolution that has led to the gap between brands and their consumers. Moreover: he reveals how to close that gap. Meaningful Marketing will appear just in time for the BAM Marketing Congress and will be available there.
You are more than welcome to join the Meaningful Marketing book launch at the congress. A delicious diner and useful insights will be provided. See you there!