For Brands, Perception Is Reality

Positive brand perception—how customers and potential customers view a brand and its values—remains a vital component of building long-term loyalty. Consumers crave brands that are in sync with their own personal core values—and expect brands to consistently live up to those values.  To illustrate, a 2022 Harris poll revealed that 82% of shoppers want a brand’s values to align with their own. A large majority (75%) of those surveyed reported jettisoning a....

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