Ever met a person who lives their life based on an ROI calculation?  They’re called psychopaths.  So why, in an era when brands are trying to infiltrate social media and build relationships with their customers, do they constantly break the rules of acceptable behaviour we human beings set with each other?

At its core it’s probably as simple as one guy going out in the world and producing some value, and then receiving value from another party in return. If this is true then it stands to reason that in order to maximise the value we receive in life, we have to maximise the value we give.

Just like a person a brand has a long term life-cycle. It has to grow and mature, earning goodwill bit by bit, action followed by action. This is the secret that genuinely loved brands like Apple, Patagonia, Lush, and so on understand, and which the rest puzzle over. To join them just ask a simple question on your next campaign: not what can your customers do for you, but what can you do for your customers? It sounds horribly obvious, but how much marketing that you can think of does it really apply to?

Psycho Brands is bespoke research from Sense that uncovers :

• Why nobody loves a psychopath (in case you need reminding…)
• The three human habits of great brands
• …and their ugly opposites

Authors
Alex Smith, Planning Director
Francesca Zedde, Planner

Key take outs:

• 50% people feel more cynical about brands than they did 5 years ago
• 72% of people think brands spend too much time talking about themselves
• 88% of people believe that brands are selfish
• People are 4 times more likely to trust a brand that does things in the real world rather than just advertising

Download the report from Sense's showcase

To find out more contact Lou Garrod at Sense