Building a great brand takes great Relatability
I think if any time proved the appropriateness in the meaning of the word relatability, it is now. We come out of a global pandemic which saw me in facemasks already in January 2020 - being gawked at while traveling in my own country and mocked by my close friends and colleagues for showing up protected. I believe I was the only person to be in a mask before it became mandatory to wear one in SA. My twitter feed has a bit more to support this. If anything, wearing a mask is what we all became accustomed to seeing one another in. A silent relatability you could say. In every part of the world, we all had a common understanding. We could relate. And so while this is a fairly short post (I need to dash out shortly) I can say that while we are in the middle of building our own companies new brands and brand extensions, to me the key to building a successful one lies in being able to relate with people. This is from the outset and at the beginning of the brand development process, right thr...