One of the most positive ways of consolidating the consumer as the most important focus of the organisation is to look on this relationship as a prime asset of the business; one that has been built up by a series of marketing investments over the years.
At the other it is the cumulative image, held by the consumer, resulting from long exposure to all aspects of the product or service, and especially to a number of advertising and promotional campaigns.
Unfortunately, too many marketers – particularly those in creative departments within advertising agencies – signally fail to recognise the importance, and long-term nature, of this investment.
They treat each new campaign as if it could, and should, be taken in isolation - no matter how it meshes with previous messages which have been delivered to the consumer.
The evidence is that the consumer, on the other hand, does not view the advertising and promotion in such lofty isolation; instead he or she incorporates it into their existing image - to good or bad effect, depending upon how well the new campaign complements the old.