Living the dream
Strategy Director, Greater China
A common refrain: darn kids just aren’t as brand loyal as they used to be. Hogwash. They’re fiercely loyal. But it takes more than a great product or good story to win them over and create life-long evangelists. There are simply too many almost-as-good options for them to settle. Young consumers embrace brands that share their strong values. When brands fail to embody those values, it’s simple; they look elsewhere.
That’s why a brand’s values must be more than words; they must point to a set of clear, actionable behaviors that guide every interaction. Today, a poor, isolated customer experience can spread globally in seconds. An ill-advised tweet can become breaking news. A misstep, no matter how big or small, can damage a brand instantly. Ask United Airlines. It’s never been more vital to create a knowing brand culture — one where every employee not only understands the brand’s purpose, but is prepared and empowered to live up to it.