Rethinking relevance: What consumers want from brand relationships

New research from Rival analyzes what type of relationships consumers want from a range of brands.

Conventional brand strategy often focuses on building a relationship with consumers through demonstrating understanding and relevance over time. To be ‘By Your Side’ like Lloyd’s Bank in the UK or put people ‘In Good Hands’ like US insurer Allstate, strategically focuses on the core belief that support, relevance and understanding drive strong brand consumer relationships over time. However, brand relationships, much like interpersonal ones, aren’t one size fits all. When is brand relevance less relevant? We found it matters less on occasions where you think it might matter most.

Our latest Rival Spark reportanalyzed what type of relationships...

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