4. Rule #2: Restore Brand Relevance

Remaining relevant in a changing world is critical to a brand’s health. Relevance is a key driver of purchase intent. But increasingly trust is also becoming critical as a driver of purchase intent. Of course, it is important to be different. It is important to be relevant. But just differentiation and relevance without trust is a formula for failure.

Trust is a foundational factor on which effective brand relevance and differentiation can be sustainable. We discuss trust in Chapter 7, “Rule #5: Rebuild Brand Trust.” For now, we focus on the principle and the practices necessary to bring about the restoration of relevance.

When brands lose relevance, customers believe that a company does not understand ...

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