Great brands are like old, trusted friends. A new brand may appear and, for awhile, it may hold your attention. Sometimes this new brand will stick. More often than not, it won’t. The reason is … no traction!

Great brands know their customers very, very well. Visualise a 60s wild child; long hair flowing, faded LEVIS, beads around her throat and ankles, the ‘v’ of peace at her fingertips.

Imagine her 40 years later. The ‘v’ has become a wave, but the desire for peace remains. Although the cut of her jeans has changed, the name on the pocket’s the same. The brands she loved when Jimi Hendrix kissed the sky at Woodstock have grown with her, changing and adapting and satisfying her individual needs.

At Power of 9 we want our clients’ brands to have this kind of traction. Ongoing research tells us about our clients’ target markets; their lifestyles, aspirations, aversions, hopes and dreams. It’s now that we can create campaigns that attract, resonate with relevance, hold attention and evoke response; campaigns with traction.

Loyalty, love, trust and respect are values at the heart of any worthwhile relationship. The relationship between markets and brands deserves nothing less.