Article

Manuel Yanez
Manuel Yanez 25 April 2016

Be Trusted or Die

The mere act of being does not turn you into a Brand.

The consumer is worried. A large percentage of internet users (everybody by now) feel that innovation is coming too fast and they are losing trust in brands.

One reason is the fear of having no privacy. Our phones register every move we make, where we are, what we bought even our heart rate!

The less privacy people have the more insecure everybody feels; Uber, Airbnb, Nike Plus, Amazon, Google, Apple Watch It seems that every day more and more companies own some information about us.

Being always On is where the problem resides but, how can we disconnect? our friends and family are there, our work is there!

Brands today must show social conscience, they must explain to the consumer what innovation means and how it affects them. How are they going to handle their personal information and how deep are they going to go into their lives (all while taking care of the planet).

Saying it is not enough. It has to be proven by facts every step of the way, every day.

Being a Brand is a great responsibility, it is not just designing beautiful products and flooding the internet with thousands of pictures. NO.

Media democratisation means people have the power. Communication nowadays is a conversation among people. Brands must participate by being relevant and transparent and adding value to what is being talked about.

A brand must earn the right to be called a BRAND.

If a brand expects to communicate from the top a soap box with a loudspeaker as they did a couple of years ago, nobody is going to listen. If they just open Social Media profiles and start bombarding the place with special offers, funny pictures and videos; interrupting the conversation that is going on people will just block them. Ad blockers were created to avoid noise, remember people do not read ads, people read what they find interesting and important to them if brands have interesting and relevant things to say to their target audience the message will get through. Brands have to listen, participate and above all, add value.

To be considered a Brand, get off your pedestal, get into the conversation, be transparent. Honour what you promise, answer the questions, make questions listen to the answers and take action. If you gain people’s trust you will then be a BRAND.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
If You’re A Social Media Manager, UGC Should Be Your Top Priority

If You’re A Social Media Manager, UGC Should Be Your Top Priority

It’s high time that the marketing world rethinks what an effective social media manager actually does. Hint: it’s not chasing “likes” or showing off their follower counts. Let’s face it: so many brands today totally miss the mark when it comes to their social content. Maybe their posts come off as too “salesy.” Perhaps they’re pushing too hard, leaving their followers behind in an endless trail of “look at me” posts.

Luisana Cartay
Luisana Cartay 11 September 2017
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more