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...