Page 15 - Unlock Sensory Power

Mark Ritson doesn’t hold back, The risk for brands that channel
and he has a point. Are brands disproportionate energies into higher
order purpose, is that they fall short on
neglecting the more tangible the more tangible elements of the
elements of the marketing consumers’ experience.
mix? And if so, are they
risking their most valuable By all means stand for something, but
with today’s savvy consumer, make
asset: trust? absolutely sure that you are delivering
it. Purpose without substance is just spin THE FRAGMENTATION OF BRANDS IS A
THE FRAGILITY OF TRUST - and in the modern world spin is called
out!
This is the age of the savvy consumer. MASSIVE RISK, AND YOU SEE IT ALL AS

Never before have they been so THE LOSS OF IDENTITY CONSUMERS. YOU SEE [THE BRAND] IN
informed. Never before have felt so
empowered. This ‘new normal’ has raised Maintaining and building trust is
levels of scepticism towards brands and not the only challenge. DIFFERENT PLACES, THE BRAND ISN’T
corporations.
An even bigger issue for brand owners is QUITE THE BRAND, AND THAT, I THINK,
When spending time with consumers, a loss of clear identity. For emerging
it’s increasingly common to encounter generations, long-form advertising is no
comments that second guess the motives longer the way brand messages are IS A REAL CHALLENGE FOR MARKETERS.
of brand managers: “Oh, I can see what absorbed. Instead, snippets of ‘brand
they’re trying to do here!” noise’ are wedged into our lives through HOW DO YOU CREATE THE POWER OF A
omnipresent social media channels.
There is a new fragility of trust between
consumers and brands, as underlined by As Keith Weed, Unilever’s CMO observes, BRAND, WITH CONSISTENCY AND
various global measures. This is not to brands that rely heavily on this
suggest a crisis, but it is clear that no mechanism run the risk of fragmented INTEGRATION ACROSS ALL THESE
brand can take trust for granted. and failing brand equities. The ability to
enjoy consistent and compelling meaning
across a large and varied audience is lost. DIFFERENT VOICES? “
REMEMBER, THERE IS NO

CLOSER INTERACTION Keith Weed
BETWEEN A BRAND AND THE Chief Marketing Communications Officer, Unilever
CONSUMER THAN THE

PRODUCT ITSELF.