Customer Obsessed
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Everything these brands invest in, create and bring to market is designed to meet important needs in peoples' lives.
In an era of expanding customer expectations and constant competitive change, brands must continually find new ways to engage and delight people in order to win. Those that do are what we call relentlessly relevant, always seeking deeper and steadier connections to their customers.
Relentlessly relevant brands engage, surprise and connect. They delight, disrupt and deliver. They are restless. They push themselves to earn and re-earn customers’ loyalty – and they define and redefine what’s possible in their categories and in our world.
Those companies that have built relentlessly relevant brands generally have four common characteristics:
Everything these brands invest in, create and bring to market is designed to meet important needs in peoples' lives.
These brands make sure their products are available where and when customers need them, deliver consistent experiences, and simply make life easier for their customers.
These brands make emotional connections, earn trust and often exist to fulfill a larger purpose.
These brands don’t rest on their laurels. Even as industry leaders – they push the status quo, engage with customers in new and creative ways, and find new ways to address unmet needs.