Constructing Consumer Confidence

When new brands come to market, reassuring the
consumer is vitally important.

Ideally, the brand should be both new and better than
the competition.

New is exciting, thrilling and arresting.

However, the spark of newness quickly passes and
building consumer confidence is then what matters
most.

“Reassuringly Expensive” was the Stella Artois slogan
when it launched in the UK in 1982.

It was so reassuringly effective it lasted for 25 years!

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