marketing
...ompetitive marketplace, already serves the consumer well. In assessing proposals for new legislation or regulation, the essential question that must be asked is: “When does the increasing intrusion of statutory intervention start to undermine the real consumer interest which is already well-served by brand competition and self-regulation?” Brands were, at their very origin, recognised precisely as a form of consumer protection. Consumers bought ‘brand x’ because they knew from experience that they could rely on its quality and value for money. We must remind politicians, regulators and those who attack brands and advertising, that this remains the case - that the most fundamental attraction of brands is that they afford the consumer the protection of their maker’s reputation. Advertisers planning their next campaign know that however much work is put in, however much is spent, the consumer will ultimately decide whether he or she - for whatever reason - likes and trusts the brand. As long as the marketplace remains competitive, all rests on the choice of the consumer, and a brand will only do well by winning his or her vote time and again. So whilst brands are increasingly companies’ greatest assets, they are also...