Which? chief exec Peter Vicary-Smith has told manufacturers that the best way to survive tough economic conditions is for firms to not focus on being innovative, smart and clever, but to instead aim to produce reliable, honest and trustworthy products.
“Brand trust becomes even more crucial to business survival when money is tight,” said Vicary-Smith. “Companies should learn that a promise kept on brand performance can build a lifetime’s loyalty, as well as creating customer evangelists who will spread the word about the brand.
“Superior products and services will win a faithful customer base for life,” he added.