When it comes to food, consumers feel strongly that brands should engage in mentor branding activities like providing value-added information, inspirational action, and advocacy.
Are mentor branding strategies an effective way for health brands to establish stronger connections with consumers of all generations?
Mentor branding presents an opportunity for brands to create stronger bonds with customers by inspiring them, advocating on their behalf, and providing value-added information.
Meyocks recently sought to understand what consumers think about food brands taking a stand on issues that matter to them.
Health brands have traditionally been differentiated based on functional or experience benefits. Increasingly, consumers want health brands to do more – to provide value-added information, to inspire and to advocate for customer interests.
When it comes to food brands, consumers generally agree that elements of mentor branding are important.
A recent Meyocks survey found that consumers think brands should take a stand on issues important to them and their customers.