Drive belief in, not buy-in

Being able to bridge the public service gap is great news for brands (MW 24 November), adding a potential new string to their bow. But it is how they communicate this to consumers that will be the true test for brand marketing.

Today’s brands struggle to compete with rivals based on product or service alone, particularly as they place an emphasis on monetary value rather than consumer values.

But customers demand value-added extras from brands and so marketers must embed a strong belief system into their work. The likes of the Co-operative will need to give people the chance to ’believe in’ not just ’buy in’ to these new services.

Elly Woolston Co-founder, United Agency

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