3 31 17 Brand Marketing & Trust in a Post-Truth World

Ask the Experts: Brand Marketing & Trust in a Post-Truth World #PostTruth BritishAmerican Business @BABNewYork @bab_newyork

1. Unprecedented & Unpredictable Dr. Andrew Stephen L’Oreal Professor of Marketing Oxford Univeristy Said School of Business

Russell Dubner CEO, US Edelman

There is a wave of anxiety that has peaked for consumers, and it’s been manifesting itself in a vehement lack of trust.

Brands and their purposes can act as a collective beacon for navigating uncertain times. In a seemingly dystopian world, there is an interesting dynamic of individuals that possess consumers’ trustworthiness (I.e. CEOs, brand leaders, President Trump, etc.), and the largest results of a lack of trust are seen in a macro environment within the stock market.

In industries like Pharmaceuticals, trust is the most valuable asset. Any instance where a company is seen as less than credible creates a barrier between the brand and the consumer.

2. A World of Overreaction

Carter Murray Global CEO

Brands are being polarized when they subscribe to one side of politics, and when they attempt to remain neutral. A “Post-Truth World” doesn’t exist from the perspective of the individuals who identify with a particular point of view. Enter, the truth bubble.

FCB Global

3. From the Inside...

Nic Pearce CEO, Engagement Instinctif Partners

A divide exists between what is offered and what consumers have access to. In an increasingly connected age, there is always access to information. Currently, opinions develop about whether or not the information is true if it coincides with what is already believed.

From a company’s perspective, it is the individual employees that drive a business when united by a belief or objective which benefits the clients.

4. Living with Purpose Lynn Power CEO, JWT New York

Lee Robson Executive Director, Marketing Merck

In the current political and social environments, brands need to stand for something. Those that are reactionary neglect their values, and tarnish their authenticity. At its core, what is the reason for a given brand to exist? And, at a human level, what is the main message?

The concept of “betterment” tends to resonate with everyone since it implies mass unification. The value exists when that root concept is delivered. On an external scale, words on a page and behaviors are separate entities.

Companies don’t have value, but their people do.

“Authenticity” is a buzz word. The challenge isn’t being authentic, it is being authentic to a mission or goal, which takes courage to own. Marketing is a way to continue a brand’s original dialogue, which has changed from a one-way conversation. Now, an invitation to a touchpoint with a brand is more meaningful than one sale, and successful companies are utilizing this model instead. Brands that are getting this right include Coca-Cola, Patagonia, North Well Heath and Starbucks.

Left to right: Dr. Andrew Stephen, Oxford University Said School of Business; Lynn Power, JWT New York; Carter Murray, FCB Global; Wendy Mendenhall, BritishAmerican Business; Russell Dubner, Edelman; Lee Robson, Merck; Nic Pearce, Instinctif Partners