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.

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...