According to Adam Ferrier, founder of Thinkerbell, our communications strategies should not be driven by the customers' wants and needs. They just want to be left alone until a need crops up in a specific category. Then they want efficient communication: Where? How little can I pay?
To establish a brand image in people's minds, we have to assert the brand value before potential customers are ready to purchase. The needs and perspectives of the brand have to be front and center. As brands, what do we have to contribute? How can we best connect with people we can help?