The greatest of these in the long-term is individual emotion. It must seem silly to many people that branding might be all about love and happiness, but more of the latest research and strategies bear this out.
Take, for instance, Coca-Cola’s ‘Open Happiness’ campaign and its recent ‘Happiness Barometer’ study of 12,500 consumers across 16 countries and 4 continents, as reported by Bill Bruce last month. Regulars of my blog will know that I like numbers that come to life, and these really do.
‘The real thing’ can have many meanings. Is it love or statistics that are in the eye of the beholder?
Richard Hall is chairman of Zenith International. You can also read his blog at BevBlog.
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