Our attitude to massage is wrong - we need to turn it on its head

Putting Brand Truth into Practice

“Truth in branding, like truth in life, is about authenticity, fair dealing, and simple straight talk”. Leading companies are putting this into practice through high quality content and product, portraying a “genuine empathetic understanding of the consumer.” Not only does this place more emphasis on the need to be real, but equally, on the need for proof.

Why Authenticity Matters

Putting this brand truth into practice has always been important, but today, it's taking on a whole new role. It's now easier than ever to harm a brand's reputation by failing to make authenticity a priority, or by simply doing it wrong.

We know this because trust and transparency are steadily gaining more importance for consumers, and as Paul Greenberg puts it: “If a customer likes you and continues to like you, they will do business with you. If they don't, they won't.”

But the best way to get a customer to like you is by first getting to know them - which is where many companies falter. Several leading companies have fallen victim to the pitfall of lacking the insight needed to make their efforts count. Spreading a message that's not rooted in consumer insights can harm companies trust as it lacks the empathy needed to resonate.

The important lesson here is that putting brand truth into practice starts with understanding perceptions. Using in-depth research and insights to quantify perceptions and behaviors, you will know exactly what drives your audience and their interactions with your company, vastly improving your chances of appealing to the new consumer - who expects nothing less.

This idea of authentic marketing is nothing new. Rooted in the simple idea that 'truth sells', it has become one of the most powerful marketing tools of today in response to this shift in consumer power.

Whether B2B or B2C, authentic brands, in their simplest form, are those that lead with truth and transparency, removing the 'brand' element that sets them apart from the consumer, and replacing it with the 'human' element that drives connections.

Disposable Mani Table Protector from HDW Group

Ideal for the upcoming Festive Season!! Mani Table Protector is Multi Cloth that is cut by our factory from the rolls 50cm x 40cm, to be put on top of the table to protect the table or towels from being soiled or stained from manicures. It is strong can be wiped down and is strong enough to handle acetone. Our products is unique imported and manufactured by us. We additionally have a large selection of disposable products to meet all your spa and salon requirements.

For more information contact: Phillip 062 890 5398 info@hygienedisposablewear.co.za www.hygienedisposablewear.co.za

HDW Group (PTY) LTD is the sole importer and manufacturer of Multi Cloth, Multi Roll. Multi Roll is a 80cm wide x 100m disposable impermeable material on a roll that is used in the beauty and medical industry. The material is completely water and oil repellent and will protect your bed linen and towels from being soiled and stained. Huge savings can be expected on Laundry costs. We have a wide range of products available, disposable pillow cases, fitted sheets, pre-cut 2m and much more. Our product is unique and completely different to the rest. Contact us for free samples to test.

DISPOSABLES AT YOUR FINGERTIPS