Trust is what separates the super from the ordinary

The main message that emerges from your article on superbrands (MW last week) is that in a recession consumers focus on reliable, consistent and well-established brands. Assuming that the product is right, at whatever price point, the brands that maintain their positions or even climb the rankings are the ones that won’t fail to deliver once you scratch the glossy surface.

When it comes to keeping customers happy communication is key. Companies need to deliver a customer experience that reflects their brand values at every touch point. By providing a consistent message you’ll gain their trust – something that’s vital in retaining customers and building your credentials as a ‘superbrand’.

As Stephen Cheliotis from the Centre for Brand Analysis says, “the ‘super’ superbrands will not be easily moved, but in times of downturn, brand value is worth more than anything,”. Those that recognise this have the chance to capitalise on the current economic situation. It’s up to brand marketers to maintain reputation and retain customers with consistent and reliable communications.

Guy Walsingham
Managing director
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