The developed consumer is looking for more than symbol or logo. His needs from the product are rising to higher levels. Every consumer wants to associate itself with human and charismatic brands. In this changing environment, new brand elements are needed that can be termed as 3I’s – Initiative, Innovation and Intimacy.

Every brand needs to take fearless initiative for going beyond consumer expectations. When we think about consumer expectations, they are infinite. They can never be satisfied, but they can be consoled by the work they see undergoing. Whenever consumer realizes the sacrifices behind any product by the labourious effort of companies, they have feelings of gratitude towards it. Whenever any company took strong initiatives for benefits of customers, which no other players are taking due to some fear, is always welcomed by the consumer.

Innovation may be the most important brand elements for any consumer of today or future. With the fast changing world, every consumer thinks about the new features or significant changes in the product that delivers more excitement, comfort and convenience. Fast paced continuous innovation and one blockbuster innovation in a year or two significantly enhances brand value.

With the world being more betrayed and isolated, consumers looks for humanly qualities from the product. It was the time when trust was in demand only from banking and insurance products. Today the consumer has high appetite for the trustful quality of products. He is looking for signature of trust in every product. Customer care is the unit that has become inevitable for all organization. This is the unit where brands can show their intimate qualities by giving fast, efficient and customer friendly support.