The Resurgence Of Values-Based Branding For Restoring Trust
The scary decline of trust in all facets of our society has created a new challenge for brands: how can brands overcome the growing skepticism and lack of credibility caused by this distrust to authentically relate to their customers. These trends have led to a rise of cynicism, where most Americans trust news or feedback more from “people like themselves” rather than the government, media or big business and brands. Appealing to these distrustful customers who lack confidence and motivation has become a top priority. The answer will involve a new type of marketing, values-based...
Read MoreHow Purposeful Branding Is Driving Millennials And Social Entrepreneurship
The world has changed dramatically in the past 10 years, or since the 2008 recession. Economic and job growth is coming less from traditional industry or big corporations, but more from entrepreneurial startups. Historically this involved business entrepreneurs, but today it is the social entrepreneur that has taken center stage. And a key driver for this trend is the emerging values of Millennials and purposeful branding. More and more, consumers are buying brands not just for what it does, but also what a brand or the parent company stands for – e.g. a purpose beyond profit, or how...
Read MoreShould Brands Take A Public Stand On Social Or Political Issues?
The year 2017 is just half over, and it is already proving to be amazingly transformative with the number and nature of emotional changes in our culture and political world. Traditionally brands rarely get involved in social or political issues. Bu today consumers want to know what brands stand for on such issues. Companies are beginning to realize that an authentic, relevant and compelling point of view will help differentiate a brand from competition and define it in a way that can significantly enhance customer loyalty. These recent demands for brands to take a clear position on social...
Read MoreMillennials Are Finally Taking Action In Brand Support
Marketers and political leaders have been frustrated for years with the reluctance of Millennials to actually follow up on their desires/complaints and take real action on brand issues. As the first digital generation, their values and perceptions are quite different from previous generations. While they voice strong opinions on social and political issues, their actual initiatives to date at the voting booths and consumer brand choices have been both mystifying and disappointing. Younger consumers are very skeptical of their future, for good reasons. This segment of 80 million...
Read MoreHow Trump’s Unpopular Decisions Can Strengthen Brand Engagement
We are living in a new world today, where contentious decisions by Trump are creating unexpected ripple effects throughout society, government and the business community. Controversy becomes the norm, and reactions by all sides are more intense than ever, even stimulating passions among heretofore quiet consumers. These hyper partisan consumers are now demanding to know where their favorite brands stand or how they are reacting to these major decisions. But now many big brands see these emotional reactions as an opportunity to more positively engage with their customers and strengthen...
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