McCann’s one-ton-one interviews between 20,000 employees and people “on the street” is a solid investment in learning the customer’s views. Translating that into a brand story, guidance for companies generally, and into the basis of its advertising theses, on the other hand, will require extensive analysis and judgment about when to introduce challenges to the customers’ thinking. “The customer is always right” is part of the problem we have today in the economy. Sometimes, companies need to appeal to customers’ better angels, not just serve their wallets. There, in a nutshell, is the brand leadership challenge.
“Understanding how to engage with the consumer today has never been more challenging, as we grapple with the complexities of both our own nation and the world beyond” says Mark Lund, CEO, McCann Worldgroup UK, adding it is “essential for us to go beyond the news headlines to look at the deeper story and uncover the key tenets that will shape the relationships between brands and consumers in 2018.”