At After the Rain, we believe that a fundamental shift is taking place in the world of consumers, which requires a very different response from brands and provides a huge opportunity to those brands who embrace the changes.

Consumers are now getting information from, and being influenced by, multiple sources. Increasingly they will interact with a broad range of information sources, and are prepared to recognize the credibility of a range of stakeholder voices, not just the voice of the brand or parent company. As a result in today's world, who a brand is, and what it does, speaks much louder than what a brand says about itself in paid advertising!

Consumers will reward brands they can trust, and companies whose values they believe in. They are looking for more than just products and services, and are prepared to vote with their wallets for brands that they perceive to have a real purpose. 

At After the Rain we help brands and companies to unlock the basic purpose and beliefs that drive brand actions. Once the purpose of a brand is fully understood, we have found that it provides a very powerful starting point for a deeper consumer relationship, and a great jumping off point for brand development, innovation, and strategic corporate responsibility.

All of this ultimately leads to brand growth and competitive advantage.

© 2008 After the Rain