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Gone are the days when a big TV campaign or sponsorship alone could drive true brand growth; consumers make their choices based on a combination of PRICE, TASTE, BRAND, HEALTH and PROVENANCE.

TASTE is now a more important purchase driver than brand.

If the right connections are made – through training, customer service, deeper brand and product understanding, careful sponsorship and event management – the brand can actually form a much stronger emotional bond with the consumer.