In troubled times, sell quality, reliability and trust.
Stick with what you know, and deliver only what customers expect and what you as a brand can realistically achieve. ‘It’s about having a focused voice that is prevalent throughout the company – in the advertising, the marketing, the product – an entire culture. It has to be consistent: one voice with no compromise.
>This means going back to informing the customer about product differentiation and innovation, building trust over unswerving quality and reliability, establishing non-intrusive communication between supplier and buyer and, above all, operating from a strong ethical platform, or at least, a position of realistic honesty.