‘Reasons to believe’

In my previous article I outlined the important differences between being a ‘liked’ brand or a ‘loved’ brand. There are some essential principles which I use to help clients’ brands move to the ‘loved’ place. The first principle is to give customers clear and relevant ‘reasons to believe’ in the brand. Let me start with a simple question – name the Australian brands that not only stand out from the competition in this country, but are also benchmarks for great retail experien

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