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.