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Why brands should tap into consumers' beliefs and values - Consumer Trends

2017-06-29 11:56:00| Daily beverage news and comment - from just-drinks.com

Recent research from global marketing consultancy Edelman reveals consumers are increasingly inclined to choose brands on the basis of shared values. Communicating ethical positions through brand marketing can, therefore, offer significant new opportunities to build brand loyalty but, Ben Cooper writes, belief-driven consumers expect companies to act in accordance with those beliefs, and not just espouse them.

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