Ideas about achieving brand strength, that elusive alchemy of awareness and trust, have changed in the past decade. "It's no longer, What can we blast out there about ourselves?" says Michelle Roehm, associate professor of marketing at Wake Forest University. "Brand theory now asks, How can we connect with the community in a really meaningful way?"
Hooray! Some other comments:
"Today it's all about trust, community, and creating a dialogue with your customer that shares real knowledge," says Hayes Roth, chief marketing officer for Landor.
Perhaps no name on the list has attempted a deeper conversation with its customers than Dove. Its reliable but stodgy brand hit an emotional nerve-and pay dirt-with the "Campaign for real beauty," launched in September 2004.I have more reasons posted here.