“You have to be humble and take an active participation in the consumer’s journey.” — Lars Silberbauer, LEGO
Be bold, have purpose, take risks — but know your beliefs first. Brands are adapting to a world where they must be socially relevant and socially conscious; they are now judged by who they are, what they do, and how they back up words with action. As cliché as it is, the expression “put your money where your mouth is” has never been more relevant. To connect with consumers, it is no longer good enough to support a cause with words only; advertising, marketing, and the entire brand experience must back up the company’s beliefs. To avoid social flops and backlash, there must be a deep understanding of what the brand stands for and how messaging will relay those beliefs.