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How to enrich your brand in 2008

How to enrich your brand in 2008

By Laurence Knight, Principal, Fletcher Knight Inc

Markets should make a resolution to get better at the relationships that matter; make your brand emotionally stronger by the end of 2008!
After the chaotic surge of December's holiday madness we enter 2008 with time to reflect and decide upon New Year resolutions that can make this year "so much better" for ourselves....

But what about resolutions for your brand and your business, obviously beyond the literal business plans to grow 5% plus and improve your margin position, etc.
The classic New Year's resolutions we make for ourselves can be readily applied to our brands and business too: get healthier, slimmer and fitter, improve our knowledge and skills, and quit the bad stuff.

But one critical resolution we often make for ourselves, unfortunately, gets glanced over for brands and businesses.

Enrich our lives by improving the relationships that matter
This is central to all that we do as brand marketers as it's truly the enabler that can unlock all the other good intentions to improve the brand business drivers that ladder to growth.

Here are my top six New Years resolutions for enriching the life of your brand by getting better at those consumer relationship that really matter:
Truly understand what's on their mind this year

Understand how the relationship is evolving in their lives

Re-establish the insight that's central to the relationship

Better align with their life values - even if it's hard to go there

Create more aura around your aspirational relationships

Find inspiration in your expert consumers - they have great insight if you can make the time to listen
By the end of 2008, will your brand be better at relationships and will you feel emotionally closer to those that matter? You business resolutions depend on it!

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