Competing by being “good citizens Brands, Media and Money Brand preference is often (usually?) emotional rather than rational – indeed in many markets there is little rational difference between competitors but some are just more “liked” than others – and thus enjoy greater commercial success. Partly this positive feeling stems from carefully constructed brand personalities but in many cases it is “cued” by the way the company goes about its business. Qualitative work carried out with Lucid has established a framework of  reasons why “good citizen” companies are admired and even “loved” over and above simply what they sell. A few examples: “They treat me as an individual “ – people hate feeling that they are just a “number” for a faceless corporation – the more they think they are dealing with someone who knows and understands them the better. “They are pioneers, it’s David vs. Goliath” – People have an instinctive preference for companies that appear to have shaken up markets at least partly on the consumers behalf (Virgin still has this aura, as does Easyjet) They are Ethical” – Good deeds are rewarded especially if the customer is painlessly co-opted into virtue as well. For example MAC cosmetics donates the profits from one of its original lines to HIV research. We have summarised this cluster of behaviours into a “good neighbour” principle. Most people are ok – but a few stand out for their kindness, their initiative and their good works – and it’s the same for companies. Our research further shows how these reputations have not arisen by accident but were carefully planned and executed. Based on this work we have created a logical qual. / quant. development process that will reveal the key initiatives that will “warm up” your brand and then a moderated workshop process that will define a cost-effective action plan.   : <<<<< Back to menu