[The Superbrands Council]
EDWARD GOULD
Senior Vice-President, National Public Relations
Great brands connect with people.
They exude personality, and know how to
communicate to the head and the heart. They
have the ability to anticipate where the customer
relationship is going.Yet, these are challenging
times for even the best of brands.
Competitive advantage is ephemeral. New players
with new technologies are delivering more
functionality at a lower price. But perhaps the
greatest risk to the future of brands may be societys
perception of the conduct of corporations.
Misconduct and scandal have eroded confidence
in the sacred trust between consumer,
product and producer.
Character counts. When consumers are
reaching for brands they are passing judgment
on the reputation of the corporation. Trust is
part of the transaction.
Here’s to the superbrands that have the
imagination to anticipate needs, the commitment
to deliver quality and above all, the
integrity that earns the trust of those who define
their success.
