Don’t be obsessed with change, focus on what has not changed for your customer

It’s easy to get caught up in everything being new, it seems fun and interesting and can make you feel more productive

Sure it is nice to talk about about whatever is flavour of the month, but it won’t help build long term value for your brand

Your target customers wants, needs, aspirations don’t change that much in a short space of time

So once you know more about them through quality market research, focus on meeting those needs

Focus on the things that don’t change over the long term

This might be their aspiration to feel younger, slimmer, to be loved more, to feel safe and secure

Once you start communicating to these needs you will start to build long term value for your brand

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