How to Build a Winner Brand

Marketers used to be able to create a brand and move products by clever story-telling, largely with TV advertising. This is no longer enough. The brand mask is falling away and people now demand authenticity. They want to buy from – and work for – brands they trust.

Brands that can engage in honest, spontaneous conversations are Winner Brands. They genuinely care about people and are actively involved in making the world a better place. Winner Brands are not afraid of mistakes. Mistakes are an opportunity to talk to consumers and employees and to create life-long bonds.

Consumers know that marketers want to sell them our products. Employees know that we want to make money for share-holders. Brands needn’t – and shouldn’t – deny this, but it’s not an excuse to make it their only focus.

So how does a business make this step? By turning its focus from selling to listening: listening to employees and listening to consumers. By building trust through dialogue.