Generosity pays
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...
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.
