“The easiest thing to do in branding and in advertising is to tell the story the market wants to hear. The hard road—the one that leads to the greatest reward—is to tell the story that’s real and make it matter. That means knowing what your company is at its core, and using your genuine, authentic story to power the creative.”
This article by William Faust and Leigh Householder is a great read if you have a spare ten minutes. The authors stress the need for authenticity when it comes to brands dipping their toe in the social media pond- while “engagement” is essential, this engagement needs to be connect with consumers in a way that is relevant and true to their brand.
From office supply stores to the always-cool BMW Mini, the authors of this article bring their arguments to life by using some great comparative case studies of brands that have done this successfully (and others that have not been so successful).
You can find the full article here
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Get Real And Prosper: Why social media demands authentic brands.
“The easiest thing to do in branding and in advertising is to tell the story the market wants to hear. The hard road—the one that leads to the greatest reward—is to tell the story that’s real and make it matter. That means knowing what your company is at its core, and using your genuine, authentic story to power the creative.”
This article by William Faust and Leigh Householder is a great read if you have a spare ten minutes. The authors stress the need for authenticity when it comes to brands dipping their toe in the social media pond- while “engagement” is essential, this engagement needs to be connect with consumers in a way that is relevant and true to their brand.
From office supply stores to the always-cool BMW Mini, the authors of this article bring their arguments to life by using some great comparative case studies of brands that have done this successfully (and others that have not been so successful).
You can find the full article here