I have a client who made this remark to me - in rebuttal to a case I presented to support our proposal to him, “Oh, that brand is driven by promotion.”
Of course, he doesn't know much about THAT brand I mentioned. It was through casual observation that he caught the promotions that were running. That rebuttal was just to shut the consultants up so that the plan he conceived can go ahead instead of ours.
Like a wise Zen master, we shut up.
THAT brand, your brand, your competitor’s brand is driven by TRUST. If the consumers do not trust your brand, you can have it at any price, any discounts, and any amount of bells and whistles and it still wouldn't sell.
How much trust have you built?
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