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Any brand in the People’s Champion narrative knows that they only exist to serve the people.
Any practice or behaviour that is not aligned with this mission to serve will be exposed, and therefore honesty and transparency are essential throughout all forms of communications.
This means that any form of advertising or communications that appears to ‘game the system’ will create a rejection that can shake a brand to the core.
Consequently, a People’s Champion will often be the ‘anti-algorithm’ brand. Where countless brands play the data-led algorithm for the purpose of creating views, likes or shares, a People’s Champion brand will be the antithesis of this. They will share themselves fully; building fans, not just traffic.
Data, in this narrative, is for listening, not for acting.
Data to identify ‘targets’ will be cynically viewed, but data to identify contexts brings the people closer to the brand. Data can also be used to understand attitudinal and behavioural responses to content, allowing insight in to what content might be produced next.
Essentially, data – for a People's Champion brand – should inform the where (context), not the who (audience).
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