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Again, this appeals on a human level – instead
of delivering frustrating ads attempting to induce rapid sign-ups, they build a community. Build trust first, and customers will follow.
Media channels are selected based on their ability to exercise the brand’s personality through direct, open conversation.
Social channels are often the most valued, along with well-constructed, owned environments that deliver seamless interaction between the brand and the end user.
Ads must cater for the way people react to advertising interruptions, so keeping the messages short (such as six-second video ads) is important, along with providing deeper access to full-length information at the destination site.
Finally, having a real person as the face of the brand often validates the personality and provides trust and credibility in the vision.
Consequently, featuring the founder or Chief Executive Officer in paid media and in any opportunity for PR is a useful vehicle for getting the messages across.
44 Real & Human