Brands should create trust and deliver value to their customers in the same way they would in their personal relationships. At least this is how MediaLink’s chairman and chief executive officer, Michael Kassan interprets brand love in the third episode of Oath’s brand love series.
“It’s about that enduring trust and delivery of value to whatever it is you need satisfying in that context. If it’s my credit card, they’ve got to do the right thing for me. If it’s a particular beverage, I’ve got to like the taste. It’s the same in personal interactions as it is in brand love,” he says in the video.
Speaking to The Drum in a follow-up interview, Kassan says that humans long for connections that add meaning to their daily lives. This can pertain to both people and brands. By being consistent, reliable and trusted, a brand can truly capture a person’s heart.
But according to Havas Group's global survey of more than 300,000 consumers across 33 countries, 75% of consumers expect brands to make more of a contribution to their wellbeing and quality of life, yet only 40% believe brands are doing so.
So how can brands build more trusting relationships with consumers?
“The key for brands to rebuild trust with consumers is simple: put people first, live in service to your audience, and bring integrity to your decisions and actions,” he says. “There is evidence that trusted brands get introduced to individuals in much the way that trusted friends do. Susan Fournier, professor at Boston University has addressed this very subject and proposed a three-stage process – consistency, familiarity, and finally, the protective layer.”
Watch the full video above.
Brand love stories is a video series by Oath, home to 50+ media technology brands, exploring the nuanced aspects that connect customers to brands they love, with keys insights and perspectives from some of the best minds in the industry.
Catch up on the previous episode here to learn how brands can redesign their emotional connections with consumers.