Warren Fernandez’s Post

63% of people buy or advocate for brands based on beliefs and values - according to the 2023 Edelman Trust Barometer. So people really do want to see their own values mirrored in the brands they buy from, work for and champion. That means businesses need to be more clear than ever about what they stand for. They need to build a strategy for the communication of those values, both internally and externally. And they need to make sure those values are embedded systemically in the business. Need help? Just ask. #branding #values #trust

According to Edelman's new report, 71% of consumers believe that when under pressure, brands must take a position. With social polarisation increasing around the world, that certainly puts brands in a bind -- which position is the right one? The one we believe in, even if it will make consumers angry? The one that will make consumers satisfied here, but angry over there? The one that will make least consumers least angry? Trust is so hard to build, but it matters -- consumers who fully trust a brand are more likely to purchase that brand, stay loyal to it, and advocate for it. Loyalty not only earns brands their customers’ business, but it will also grant them forgiveness when it makes a mistake. https://lnkd.in/eDnbzbQ9 #trust #brands #consumers #polarisation #loyalty #geopolitics

We recently ran across this fascinating graphic depicting the 2023 rankings of brand reputations from best to worst. Proactive management of a brand’s reputation serves as the cornerstone for fostering a company’s growth, enhancing market valuation, and nurturing brand health, and it starts with benchmarking and monitoring your current reputation. With decades of expertise advising some of the globe's foremost brands, Cambia champions a holistic 360° approach to our brand research. We firmly believe in comprehensively understanding the perceptions of all stakeholders, beyond just customers and/or prospects. We measure and monitor these stakeholders’ cognitive perceptions, their behaviors/intended behaviors resulting from those perceptions, and gauge their affinity toward the brand – transcending simple ratings on key attributes. Integrating data from social media listening enriches our ability to gauge the ripple effects on the brand’s image. Additionally, monitoring reputation allows for quick responses to crises, minimizing damage and maintaining brand integrity.   Feel free to reach out if you're interested in delving further into the realm of brand reputation. Let's elevate your brand's narrative together! #brandreputation #brandresearch #crisismanagement #brandmonitoring     https://lnkd.in/e_jYqNFd  

Business leaders and brand builders take note: consumers are prioritizing "me over we" according to new research from The Weber Shandwick Collective. For this week's #ModernCEO newsletter, TWSC CEO Gail Heimann and Joy Farber Kolo, global chief brand officer, offered an exclusive look at their findings. Coming out of the Covid-19 pandemic, people say “personal emotional value” is the most important contribution a brand or company can make, personal safety, security, health, and happiness emerging as the key drivers. Read on for more on the report and Heimann and Farber Kolo's analysis. #brand #consumerinsights Weber Shandwick https://lnkd.in/evWU54_N

Interesting shift and the underlying reasons why...worth the quick read.

The value of investing in a strong brand voice is unmistakable in 2024. In my article for Forbes Communications Council I discus this, customer expectations and humanizing marketing. Modern customers wield significant influence through online reviews, impacting buying decisions for 93% of consumers. They demand quick responses and personalized experiences, driving companies to adapt to evolving expectations. Factors like advancing technology, access to information, and global competition contribute to heightened expectations. Brands must communicate genuinely to build trust, as AI emerges as a key player in delivering seamless customer experiences. I discuss how a balanced approach integrating automation and personal connection is crucial. CMOs must prioritize personalization at scale, customer-centric growth, and AI-driven tools for streamlined processes because meeting and exceeding customer expectations is paramount for business success. #CustomerExperience #AI #marketingtrends2024 #b2bmarketing

[My Thoughts Exactly] By Joyce Phuong Nguyen, General Manager, Jolen Consulting What defines a progressive brand? The definition of “progressive” is favouring or advocating progress, change, improvement, or reform, as opposed to wishing to maintain things as they are. So, what does it mean for a brand to stay progressive? These days, brands are under perpetual scrutiny for all aspects of the business, from sustainability, health, diversity and inclusivity to supply chain ethics, payroll, and social impact. Communications strategy has never been more critical as a brand can fail if its strategy is not well thought through and rooted in a deep understanding of what it means to be progressive. Let’s look at the top five areas that have been embraced by brands who are seen as progressive, and are now shaping the world in a powerful and constructive ways. 1. Stay dedicated to values that give the brand meaning and purpose 2. Listen to critics and take action 3. Commit to continual innovation and self-improvement 4. Take the lead and influence intelligently 5. Use power in a positive and inspirational way even when it’s unconfortable While these seem to sound obvious, it’s worth noting that progressive branding and progressive behaviour are not the same. Progressive behaviour sees brands chase after the media coverage, the likes & shares on social media, which often creates a series of short-term tactics that can back fire. It should be more about embracing strategic opportunity for a brand to evolve to meet changing consumer behaviors, the influence of technology, and the role that brand plays in our lives now and into the future. Until next time…. #Jolen #JolenConsulting #pragency #agencylife #publicrelations

In the era of purpose-driven consumerism, companies that invest in a genuine and impactful brand purpose are positioning themselves for long-term success. Beyond products and services, consumers want to align with companies that stand for something beyond pure profit, and are increasingly gravitating towards brands that are offering something more meaningful. By embracing a commitment to society and the environment, and communicating it transparently, brands not only attract loyal customers but also contribute to positive societal change, fostering a reputation as responsible and ethical entities in the eyes of the public. Embedding purpose within your organization should be an intrinsic part of its foundation, woven into the fabric of your brand's vision, mission, and core values. By doing this, purpose becomes not just a concept but a guiding force that shapes the very essence of your business, aligning it with a larger mission and ensuring that every aspect of your operations reflects a commitment to making a positive impact. #BrandingDoneRight

Trust is the foundation of any relationship — even between brands and consumers. However often times, brands forget that the ingredients of trust are inherently human, not corporate. A little late to sharing but here are some of my thoughts on how brands can build trust by embracing humanity with a few key principles. A big thank you to Rica Facundo for the opportunity! And thank you Huiwen Tow and Zoe Chen for the huge support on this. https://lnkd.in/gZJKdAYu #brandtrust #marketing #humanity

Just accepted in the #Journal of #Brand #Management! In this paper we challenge the common wisdom that brands MUST talk about and take care of socially sensitive issues. We started this study animated by the desire to empirically see if the popular myth that brands must take part to social debates through woke communication, is actually advisable or not. More honestly, we started this study because we were sick to read so many post of consultants or gurus claiming - of course with no data in hands - that brands must partake for something and use these social causes in their communication to avoid running the risk of becoming irrelevant for their customers. Well, the findings we draw are sufficiently informative, insightful and helpful to guide decisions of those brands that deploy or are thinking to deploy woke communication in their broad communication strategy. If curious, just drop me a line and I will be happy to share the research. In the meanwhile, Federico Mangiò, Daniela Andreini, PhD, Lia Zarantonello and I, will celebrate a bit with parsimony and sobriety. Cheers!