Adobe
By Klaasjan Tukker, senior director, Adobe Experience Cloud
Today brands are competing for both mindshare and dollars — and consumers aren't giving everyone equal attention. Since most consumers can list the top five brands they love buying from, and the bottom five they will avoid, brands seeking both mindshare and profitability first need to become beloved, then turn that strong affiliation into sustained profitable relationships. For example, a global coffee brand wants to earn a relationship where their customers buy branded mugs in every city they visit and stop by a shop daily for refills.