As I am sure most of you have seen in the last few years a shift in marketing. The public is beginning to no longer tolerate marketing and branding that is superficial. With the explosion of social media, brands that are authentic and transparent are the ones seeing HUGE success. Is your marketing and branding transparent, does it move people in a positive and genuine way? I don't want to get on my soapbox, but today is one of those days. In recent weeks I have seen a large influx of brands and celebrities taking a stand to be authentic and use their marketing to cause REAL change in our culture and our thinking. These few examples below have seen the way our culture has been affected by superficial marketing and making women feel they are incomplete the way they are.
Stand Against Photoshop
Colbie Caillat cannot stand the way the Photoshop and brands have displayed women in marketing and she is using her brand for change. She is completely transparent and vulnerable for the world to see in her latest song "Try" and this not only has gotten her publicity, but genuinely helps women feel confident in their own skin.
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The Always brand has chosen to not just sell a product, but use their marketing to create change in the mindset of how women are viewed.
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Positive Body Image Stuck in Your Head
Up and coming artist, Meghan Trainor recently released her first single "All About That Bass" and it has gone viral. Through her self-acceptance message in her music she has become a sensation overnight.
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What do these examples mean for YOUR marketing?
- Be Authentic & Transparent
Fans will rally behind brands that show who they are to the public.
- Stand for Something
These brands and artists are taking a stand for what is important to them...do the same in your marketing.
- Realize You Impact Your Customers
Don't get stuck behind selling a product or services, but realize every interaction with your customers is an opportunity to add value to their day. Making their day better will build a stronger tie to you and create brand advocates who will vouch for you.
From these examples you can see how being authentic and making positive changes in the lives of their audience has helped them see results overnight! This is not always the case, but brands that add value and take a stand for authenticity will win in the end.
What are your favorite brands that are transparent and cause positive change in your life and/or business? Comment below and continue this discussion.
The Marketing Dame