Authenticity isn’t as simple as touting a purpose. Consumers are increasingly savvy when it comes to spotting whether or not a brand is genuine about its mission, and the penalties for faking it can be the difference between retaining and losing a customer.
The Drum and WE Comms have created a report, assessing their recent brands in motion study and at what top marketers are saying.
As more brands turn to sponsored or branded content to reach consumers the number of considerations that go into communicating their purpose increases. The wrong publication or channel, or a poor execution of a brief, can have a detrimental effect on how the brand is perceived by the public.
Sara Bennison, chief marketing officer at building society Nationwide, said: “Real purpose must be fundamentally rooted in the culture of an organisation and its history. It cannot be a marketing confection, because that is potentially counter-productive.”
Kass Sells, global chief operating officer and president of international at WE Communications, believes that brands need to carefully consider the channels they use: “Most brands are still in the media planning and buying era. They have not taken a step back and realised that the most effective way to tell stories is by activating across the media ecosystem.”
Read our joint report on how brands need to be in motion.