What's your contribution?

Nick Ward

This article explains that making positive contributions to people's lives, be they emotive, functional, individual or societal, is an effective way of creating lasting brand engagement.

What's your contribution?

Nick WardCubo Group

In his article 'Take a stand for your brand' (Market Leader, Q1 2015), Nigel Hollis pointed out that the race to the bottom on price is unsurprisingly motivated by retailers, not marketers. Conversely, Kantar Media's 2014 TGI Europa study found that, in reality, two-thirds of shoppers are driven largely by factors other than price: quality, convenience, connoisseurship and even ethics.

No doubt this varies across categories, with the same shopper being relatively price-driven at one fixture while completely brand-driven at another. But generally speaking, it makes sense to avoid obsessing over...

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