WE HAVE IDENTIFIED A loose family of successful, growing brands we call Generous Brands that share commonalities of attitude, behaviour and communication. By ‘generous’ we mean that these brands are prepared to make gestures that are not just commercially motivated but empathise with consumers: these brands show their heartbeat.
The evident success of these brands indicates that they have tapped into a rich vein amongst consumers. They are creating relationships with consumers based on affection which results in loyalty between them and their consumers. The study of these brands provides clues as to how a brand might deepen and broaden its relationship with consumers, as a key to future growth.
This paper looks at the observations which led to Generous Brands hypothesis; describes the current collective consumer mindset which has led to these brands having particular resonance by looking at some ad hoc quantitative research we conducted; and articulates the implications for the process of branding.
The Generous Brands hypothesis We noticed that some brands have standout because of their distinctive style of behaviour and communication. What linked these brands is a ‘generous’ attitude.
This ‘generosity’ does not describe simple value propositions such as a gift with purchase, or even those brands whose main reason to exist is highly ethical, such as Fairtrade or charity brands.
Generous is a general attitude. Brands can be generous in different ways – from the tone of their communication, to the experience they provide, to the service they deliver, to the functionality they build into their products and services. Typically, a generous brand is one that shows its heartbeat by acknowledging the emotional and rational requirements of consumers.