The beauty of 'brand soul'
Laurence Knight
Costco's got it. Avis rent-a-car has not. It's 'brand soul', a company's ability to connect with consumers by building affection for its product or service. It is not just about the product but about the company's general philosophy – one that the consumer, it is hoped, comes to believe in. That is: how to communicate to consumers a feeling you are more authentic as a company and you're truly aligned with their interests, as opposed to just trying to flog stuff to them.
Are you anti-establishment? So is your airline. Dedicated to the...