Aussies demand brands build a meaningful link

<p>SYDNEY: The annual 2001 Eye on Australia consumer study has found </p><p>that while Australians remain positive about key aspects of life, they </p><p>are demanding that brand communication must relate to them and build a </p><p>positive and meaningful connection. </p><p><BR><BR> </p><p>The most common fault of marketers today is that they fail to connect </p><p>with consumers on an emotional level, said Paul Gardner, group chairman </p><p>of Grey Australia, which has been running the annual study for the past </p><p>decade. </p><p><BR><BR> </p><p>"The average consumer is also increasingly marketing savvy, having been </p><p>exposed to up to 3,000 pieces of communication every day, so creating an </p><p>impression becomes more and more difficult, he said, adding that </p><p>marketing communications needed to be entertaining, informative and </p><p>involving to be noticed. </p><p><BR><BR> </p>