All brands can gain consumer respect. But how do you identify which elements you need to put in place to become a part of the brandthread of people’s lives’? A brand doesn't just get respect, it depends on three criteria:
Does the brand offer better quality in comparison with its competitors?
Does the brand strive constantly for innovation, improvement and flawless service?
Do you have the feeling you're getting value for money?
How trustworthy is the brand?
Can you always count on the brand?
Does the brand always meet your expectations?
What is the brand's reputation like? Is it a leader in its category?
Is the brand honest and does it own up to any mistakes?
Does the brand operate as a “good citizen” and does it work for a better world?
For brands to become part of peoples’ lives' they need to use these life pillars (Language, Music, Fashion, Sports, Food, Family, Activities) to diffuse their message. Brands must associate with these pillars, each of which can influence one another:
Are there any brand myths?
Does it have a rich tradition and history?
Does the brand make you dream?
Does the brand have a recognizable logo, symbol or icon?
How much does the brand play on the senses?
Thread of People’s Lives'
How close to its consumers can the brand get?
Is there two-way communication between the brand and the consumer?
Does the brand exhibit interest in its consumers and their individual needs?