Generosity pays

Pearse McCabe, planning director of Fitch in London, develops the concept of 'generous' brands. Brands that with small, uncontrived gestures, reflecting the brand's heartbeat, have built strong long-term consumer relationships.

Generosity pays

Pearse McCabe

We have identified a loose family of successful, growing brands we call Generous Brands, which share commonalities of attitude, behaviour and communication. By 'generous' we mean that these brands are prepared to make gestures that are not just commercially motivated but empathise with consumers: these brands show their heartbeat.

The evident success of these brands indicates that they have tapped into a rich vein among consumers. They are creating relationships with consumers based on affection, which results in loyalty between them and their consumers. The study of these brands provides clues as to how a brand...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands