On Wednesday 8th November 2023, we’ll be releasing our report ‘Human Connection: The Beating Heart of Resilient Brands’. This is a critical time for brands. We’re in a treacherous economic moment, and brands are having to work to protect themselves. The best way to preserve standing and remain stable in times of difficulty is build deep, authentic connections with your base of people. But the importance of that is being overlooked by too many.

The value of real connection

As a brand and creative consultancy, we work to build up brands to be the best they can be. Beyond even their own expectations, and lead the way towards sustainable upward progress. Those years of experience have shown repeatedly that there’s really no substitute for that connection.

Building a real, strong relationship with your people is what gives you a place in their hearts and elevates your standing. It takes you beyond a brand and to a relationship more like a friendship.

Our approach

The report is built on our experience, our own consumer polling, deep-dive desk research and interviews conducted with some of the best minds in the creative industry. We’ve been able to craft a rich picture of the current landscape and develop a deep knowledge of what’s not quite going right.

The time is now

Human-brand connection and the loyalty that comes with it is more valuable than it’s ever been. There needs to be a real shift in focus, back towards building relationships and truly understanding those on the other side as people, rather than just customers. That requires a new and direct approach with understanding of how the times have changed and how to move with them.

Increased consumer choice means more informed consumers with higher expectations. Particularly at a time when every penny counts that bit more. Focus in the wrong places and not seeing the people beyond the numbers is a route only towards making a brand weaker at a highly unforgiving time.

More than ever, this is the time for brand-building and working to build relationships. Deepening the ones you have and seeking out meaningful, valuable ones beyond. Making your people valued and giving them reason to trust and stay with your brand. That is resilience. It’s not easily won, but incredibly valuable when it is.

Don’t miss out on our report.