The beauty of ‘brand soul’

Why is it that some brands are better than others at communicating to consumers a feeling of authenticity, and that the interests of both brand and user are aligned? Laurence Knight defines this as 'brand soul', and in an interview with Roderick White explains which brands have got it and which haven't, and thus what it is that leads to the brand strength behind Dove, Costco, Pepsi and Google.

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...

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