‘Brand Relationship’, it’s a term that’s often tossed around in the marketing world and critical to the ongoing success of your business. It is a phenomenon that has churned out myriad definitions and has been the focal point for marketing scholars for decades. What does it mean? Perhaps most simply, it is a relationship generated by ‘repeated interactions between a brand and a customer that starts to reflect similar characteristics of relationships between people’. A customer is not simply a passive bottom line to business, they are an active partner in a relationship that is generated over time. This relationship is built through repeated, consistent interactions in which the customer will begin to develop a number of characteristics, perhaps the most important of these – commitment and interdependence. Understanding that customers are an organic marketing opportunity, building a successful brand relationship both reinforces this opportunity and creates new avenues of marketing.
2 min read
2 min read
When developing marketing strategies and evaluating your businesses branding, it is often easy to treat the customer as a ‘target’. The finish line at the end of elaborate marketing/sales campaigns, simply there to absorb information and purchase your product. Falling into this approach in the age of social media squanders what is now one of your greatest ongoing marketing opportunities, an engaged, happy customer.