However, cut-through is tough. To truly impact on your customers’ purchase decisions brand purpose is more potent than functional benefits. Functionality is, more often than not, a core requirement of the category but not your competitive advantage. Focusing instead on purpose broadens your offer, improves your brand’s distinctiveness and creates stronger emotional connections. Edelman’s Trust Barometer charts the rise of the belief driven consumer. Their study reveals 50% of consumers now buy on belief.
Fluid Thinking ensures that a distinctive Point of View is at the centre of any strategic plan. Connect with us and we’ll connect you with your audiences.