The three Pilars of Brand Confidence

By Debra Dejong / September 5, 2018

Just think of the long lines of fans waiting until they could get the latest iPhoneor Harry Potter novel they crave. It tells you that consumers do a lot (and fork out a lot of money) to get the brand article they want. It’s what marketers call “brand love”. Every company wants to have a brand that customers not only like, but also love. In marketing terms, brand love is based on three pillars, which are: relevance, trust and identification.…

The power of Facebook – the Pears soap campaign

By Dan Lavie / January 9, 2010

Pears clear soap is a product consisting of a 221-year-old formula. It is also the world’s first registered brand, and boasts a loyal customer base. Recently, Pears decided to change its age-old formula, changing and extending the number of ingredients and adding chemicals. The original Pears soap contains just eight ingredients, including rosemary and thyme extracts and “Pears fragrance essence”. The new soap replaced these with 24 new ingredients. Customers labeled the new soap as “smelling and feeling disgusting”. The…