Four ways to make brands relevant

This article examines how brands can commit to meeting people's needs, simplifying the complex, and evolving quickly, so that they can achieve relevance for people and win customer loyalty.

The strongest brands are relentlessly relevant. These brands don't just fill a need – they get us, surprising us with something we didn't know we wanted until we had it in our hands. (Neon-coloured Band-Aids and Starbucks' payment app? You had us at hello.) What's more, they achieve this relentless relevance not via some clumsy reinvention, but by continually being in sync with what people want. They listen.

These brands truly understand that around the world, their role in people's lives is changing. Political and financial upheaval has left many consumers feeling a sense of unpredictability, like riding a rollercoaster...

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