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Two of my friends were recently travelling on a Virgin train to London Heathrow to start their honeymoon.  When they mentioned they were newlyweds, they were given a luxury hamper.

What I love about this gesture is its understated authenticity.

I think there is a lesson in this for brands. They need to put the consumer first.

They shouldn’t just focus on how many likes, tweets or shares they’ll get for broadcasting a nice gesture. Consumers are now savvier than before and can spot a fake promo gesture from a mile off – think Starbucks!

If the gesture is genuine, the actions and results will speak for themselves.

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