How can brands seem more
of honesty, transparency,
belonging and imperfection,
they are aiming to seem more
like-minded and human.
As economic and political
structures shift around us, brands
that don’t keep up and reflect
the reverberations of this shift
risk appearing out of touch.
There are huge hurdles inherent in
incorporating this social disruption into brand
messaging – as evidenced by April’s clumsy
campaign from Pepsi featuring model Kendall
Jenner solving American civil rights issues
with a carbonated drink. However, there
are more intelligent approaches than just
co-opting the imagery of protest. These could
include adjusting your communication to be
more honest with your market, or positioning
your brand as a source of solace during
a time of uncertainty. As always, finding
meaningful connection points with consumers
is key, and helping them navigate political
upheaval is a sure-fire way of building the
kind of loyalty all brands seek to foster.
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