Joss Davidge, business director of brand experience agency BEcause, continues his weekly search for great marketing ideas.

What a golden summer it has been! Rarely do the weather, the economy and sporting success all shine together. In addition the nation has celebrated the birth of royal baby George.

There is exciting growth potential for ethnic brand owners working with marketing and advertising agencies.

Amazon aspires to be “Earth’s most customer-centric company”. Numerous mission statements are sprinkled with customer focus. Yet the brands we most admire are much more than customer-led. 

In today’s global society, brands that do not stand for something are expecting their consumers to fall for anything and the ability to rise above the norm in a market will soon be the measure of global success versus universal failure.

Many brands are hardwired for one-way conversations. These brands work hard to limit the time they actually engage with consumers. They view call centers as cost centers.