Not enough brands focus their efforts on trying to truly understand their audience. However, we're seeing a welcome shift in the marketing industry towards putting customers first. Consumers want brands to be authentic, to focus on their needs and to understand them as individuals. One way to do this, is to look at the diversity around your brand and how you can use that information to communicate with relevance and purpose.
There has been a sharp rise in the use of storytelling marketing by brands in recent years. Despite sounding like quite a soft and unspecific marketing technique, its importance and benefits should not be underestimated.
Whether it's double-strapping your rucksack, wearing big headphones or growing a huge beard, things that were uncool can become hip and retro looks come back into fashion. Changing consumer trends and social change are crucial factors when thinking about branding and customer engagement strategies.
A recent market research article from the Guardian, called “How loyal are you to your loyalty cards?”, reflected on recent cutbacks by retailers to their loyalty scheme reward perks. It gauged consumer opinion of loyalty cards in general and their perceived value.