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Speaking at Advertising Week Europe, she dismissed the idea that consumers want to be 'friends' or champions of brands, pointing out that most customers want the best service at the cheapest price.

Snare was responding to findings from the Future Foundation, presented at the same session, which examine how relationships between brands and consumers will look in 2025.

In some scenarios, it’s not about the brand, it's just about getting the service as quickly as possible to people that want it

Future Foundation's managing director, Meabh Quorin, outlined four scenarios that could prove challenging to brands within the next decade.

The first scenario, 'Brand Me-Q', involves a close relationship between brands and customers, generally based on high-quality service and experience. Quorin pointed to British Airways as an example of a brand that is loved and trusted by customers, and could scale-up to put service at the heart of its model by 2025.

'Me and the Brand Next Door' refers to a friendly style of relationship, with O2 given as an example brand. These are seen as more playful brands that enter into the more "happy, enjoyable moments" of a consumer's life.

'Best Buy Brands' refer to more functional brands that provide good quality and prices, while 'iControl' brands have little interaction with their customers, who prefer to keep their distance.

Snare described Microsoft as an 'iControl' brand, noting: "I don’t want an emotional relationship with an insurance company, I want the fastest quote at the best price.

"Technology is an enabler. In some scenarios, it’s not about the brand, it's just about getting the service as quickly as possible to people that want it."

Unilever on gay marriage

Snare was also outspoken about brands that put seemingly irrelevant causes at the heart of their campaigns. 

She referenced Unilever's marketing strategy for Ben & Jerry's, which involved . She said: "Do you think ice-cream has got an interesting voice in gay marriage? I find that a bit of a struggle. I don’t understand why Ben & Jerry's have gone there.

"I wouldn’t make a different decision about my ice-cream based on their beliefs."

But Jon Goldstone, vice president of brand building for foods and refreshment at Unilever, defended the choice, saying the campaign both lifted sales and gave the brand an authentic voice.

He said: "It feels really authentic, and it does engage consumers when brands get involved with campaigning, and it does drive purchase. If you compare the purchase intent for Ben & Jerry's [after a campaign] with Haagen-Dazs, it's through the roof."

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