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Do you ask your friends for advice? Do you trust them? And if they would start their own business, would you support them? The answer is probably ‘yes’. Friends support and trust each other. Friends buy from friends. Am I stating the obvious here? Then it does surprise me that so many brands only see their customers as, well customers. Not friends. I get it, becoming friends is hard work. You need to get to know each other, see if there is a match. Offer value to their lives. Be there when they need you. Offer them ‘content’. But you know what, that hard work does pay of. As one of the most influential content marketers in the world, Andrew Davis, likes to put it: “Content builds relationships. Relationships are built on trust. Trust drives revenue.”

A friendship building model


Brand and experience agency for the digital era

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