The Key to Successful Branding: Authenticity

We encounter hundreds of adverts each single day.

Scrolling by way of Instagram; shopping information web sites; streaming tv exhibits on Hulu. Digital advertising and branded content material is throughout us, just like the oxygen we breathe or a Starbucks on each road nook.

So it takes a message of authenticity to stand out within the 12 months 2021. People now not need to be informed what to like and what they need to suppose is cool. Rather, they now perceive how “the machine” features and like to totally work together with a product after they really feel like their contribution makes a distinction, or a model is in on the joke. 

When Britney Spears sang about “the enjoyment of Pepsi” to thousands and thousands of viewers throughout the Super Bowl in 2001, it was a rally cry for turn-of-the-millennium popular culture junkies – as a result of it was recent, surprising, and lined up with the down-to-earth likability issue Spears exuded to her followers. Britney might get pleasure from Pepsi in her down time, and so might we.

Consumers are the driving drive behind the success of a advertising marketing campaign, so it is smart to attraction to a devoted fan base that “can sniff out inauthenticity in a second,” in accordance to Chantal Page, affiliate director of technique at The Marketing Store.

“If you signify their idol in a manner that doesn’t make sense to them, they’ll name you out in a heartbeat,” Page stated.

Built In Chicago sat down with Page to be taught extra concerning the methods her company depends on shopper perception to information their simplest advertising methods and all of the instruments that assist them alongside the way in which.


Chantal PageAffiliate Director of StrategyGlobal buyer engagement company The Marketing Store creates model experiences that captivate and promote dialogue. In order to preserve campaigns genuine, Page stated she depends on social media interactions to uncover precisely what fan bases count on out of celeb partnerships and advertising collaborations.


What’s an instance of a difficulty you might have been ready to remedy utilizing shopper insights?

Celebrity partnerships are nice, however one factor to take into account is {that a} devoted fan base can sniff out inauthenticity in a second. If you signify their idol in a manner that doesn’t make sense to them, they’ll name you out in a heartbeat. So, to remedy for that, in a latest celeb partnership, we leveraged shopper insights to join with their devoted fan base authentically. Through social listening and perception mining, we have been ready to determine what followers would expect from the collaboration and what we wanted to do to shock them. In addition, we have been ready to determine the a number of subcultures of fandom and layer in Easter eggs correctly.


MORE ON THE MARKETING STOREThe Marketing Store’s Mission to Make Accessible Experiences for 100M+ Daily Users 

What applied sciences or strategies do you employ to achieve perception right into a shopper’s journey or motivations?

I discover that I do my finest perception mining once I begin with social listening. Taking the time to search our shopper’s mentions on social media offers me a fast, well-rounded look into how all kinds of shoppers really feel concerning the model – from the great to the unhealthy to the ugly. Hearing how individuals really feel concerning the model, from their perspective, in a channel they really feel snug speaking in, I can begin to kind a speculation rooted in our most necessary social gathering: the buyer. With that info and my tough speculation, I can then layer in extra findings from The Marketing Store’s analysis distributors to craft a strategic answer that may remedy the model’s drawback and resonate with customers.

Identifying a shopper perception permits you to not solely entice followers, however join with them.”


How have shopper insights modified the way in which you view your enterprise’s buyer base?

Consumer insights have confirmed that irrespective of how various our buyer base is, there are items of our model’s expertise which can be shared amongst everybody. Identifying a shopper perception permits you to not solely entice followers, however join with them by exhibiting that you simply communicate their language and perceive their lives.

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