So writes Mandate’s Jo Slatem in this week’s PR Week:
"We all know that achieving meaningful coverage for your client is becoming more and more difficult – the number of brands wanting to communicate what they stand for within a limited media space is growing all the time. Consumers are increasingly savvy to PR and journalists no longer rely upon a company to tell its own story.
"Brand differentiation now relies on more than innovative creative. Trust and understanding are major drivers of consumer engagement and a conversation with your target audience about your product without explaining its relevance is no longer enough.
"The smart companies now recognise the need to explain what really makes them different in a cluttered market, and how they can relate to their individual consumers better than any other competitor. That’s why business intelligence and insight is so important within brand creative."
You can read the full piece here.