Why mums love Disney, Easyjet and Warburtons

What is it about mothers and brands? Parenting website Mumsnet and Saatchi & Saatchi's new research reveals that there is a lot in common that successful brands share with mothers.

Brands will find success to be a steady companion if they emulate mothers. If a brand can develop the qualities that a mother has, they have a better chance of cultivating the undying loyalty of mothers. Build a relationship with a mum and it is a relationship for life with your customer. The Mumsnet-Saatchi & Saatchi study researched 10 brands to come up with their results.

Disney, for instance, hires only people who are Disney fans. They call their staff 'cast members'. And these cast members are responsible for creating stories for their customers. A company with a culture that backs the brand's values inspires mothers to stay with them. And if a brand understands its customers just as a mother understands the child without words being exchanged, that bond between the mum and the brand she prefers becomes unshakeable.

Warburtons (another brand selected for the survey) believes in family values and gives mums that something extra to think about. Being simple and direct in its communication and execution is another aspect that mums respect and admire. In the Mumsnet-Saatchi & Saatchi study, Easyjet scored high on this parameter. The research calls it precision. The other brands featuring in the study were: Ella's Kitchen, Ikea, John Lewis, Lego, Lidl, Lush and National Trust.

Source : https://www.marketingweek.com/2017/04/26/mums-drawn-brands-disney-warburtons-easyjet/