The personal touch counts during a recession

Media and Marketing, October 13, 2008

Jo Bowman’s look at what it takes for brands to come out of recession stronger was both interesting and, of course, very topical. I was particularly pleased to read Greg Paull’s comments on the importance of the personal touch. More should have been made of this.

The ability of brands to empathise and sympathise with customers is crucial at times like these. Empathy, however, is not something you pluck out of thin air. It requires detailed research, clear understanding, and precise measurement of consumer reaction.

In a recession brands need to invest even more in understanding their customers - better than customers understand themselves. They should do all they can to build and reinforce brand equity to stay ahead of the pack during a fiercely competitive period.

Vanessa Cohen, partner, Prophet

Read the original article here.