What we are seeing here is the great brands surging past the rest of the pack and evolving into trustmarks. These are the basic drivers of emotion. And not just relationships between consumers and companies, but relationships between consumers and products. This relationship is based, in part, on consumers choosing products that reflect their personal sense of identity, reports international branding consultant Landor Associates. A perfect example of this is the iMac.
Cars also are very personal purchases.
Just take a look at who is buying what at your dealership. Consumers buy cars based on the features they find most important-and buy them from people they believe they can trust. Make your dealership one of these trustworthy sources.