don’t sell

salesman1.jpg

Been thinking recently about how people don’t really want to be sold something anymore and want to make their own minds up when buying a product or service. In this context the brands that have built up with a grass roots philosophy -the usual suspects of Innocent, Google, Facebook- have built fame without the need for a famous campaign.

In fact an iconic campaign may have done these brands a disservice as people wouldn’t have felt like they had discovered the brand in their own time and on their own terms.

The puzzlingly thing is despite these sucesses the number of big established brands who still rely on mass communications to  build a brand. 

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