Building binds with packaged-goods consumers

Jon Miller

'Successful brands are those which build bonds' said David Ogilvy. According to Jon Miller bonding may take several forms - emotional, structural and financial.

Building Bonds with Packaged-Goods Customers

Jon Miller, Ogilvy, shows how fmcg brands can heighten consumer involvement to create loyalty

According to David Ogilvy, Successful brands are those which build bonds with consumers. At the heart of all successful brands is a substantial core of highly bonded consumers Its my brand, they say. These bonded consumers are the backbone of any strong and profitable brand. 

This bonding may take many forms. It may be an emotionalbond: to a smoker, the brand insignia on a pack of 20 is a reassuring psychological anchor, and in some cases...

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