But if you want your brand to get more
from consumers, you need to give more.
You need to provide things of real value
and relevance.

As touchpoints fragment and competition proliferates, the brands creating the most impact make every interaction with consumers add as much value as the
product or service itself.

This principle isn’t just
the preserve of the likes
of Red Bull

Any brand that wants to build a relationship with consumers in the online world must think first of what they can offer the consumer – not what they can get out
of them. But this isn’t just about giving discounts or loyalty points – those sorts
of things are a dime a dozen. This is
about creating things that generate greater meaning for consumers – either by being useful, being highly entertaining and immersive, or by facilitating social connections.

To do this, brands need to stop thinking
about communications, and start thinking about content – content that has genuine value in people’s lives.