The End of the Big Sell: How Consumer
Advertising Became a Responsible Grown Up

The needs that drive advertising are childlike. We want to be successful; we want it now. But, as a child learns patience, brands must intelligently and patiently market to consumers, begetting sought success. Current-day brands lose the faith of consumers by channeling seedy sentiments. Rather, the modern-day brand of success is transparent, embracing social media opportunities to interact with its public.

Today’s brands act ‘grown up,’ advertising in responsible and transparent ways through social media; here are several methods winning the hearts of consumers.

The ‘why’ of brands is the reason it began (aside from wanting to produce revenue) in the first place. Social media gives brands the opportunity to express the ‘why’ of its existence. In a number of industries, services and products vary little; branding helps companies distinguish messages from those of competitors. Relaying the ‘why’ or story behind a brand facilitates consumer-centric advertising.

What’s (really) happening at a company? Sure, press releases and ad material unfailingly relay sentiments of success and accord, but what’s the company like on a daily basis? How does it work through its failures to produce its successes? Being transparent wins the hearts of consumers, providing actual end-to-end information related to goods and services. Today’s consumers desire firsthand information about products and services, as well as the brands and people providing such.

Consumers always have questions related to particular products, services, or an industry. Customer-focused brands lend time to consumers, addressing concerns, and answering questions. Whether it’s through blog responses, chat rooms, or site Q&A pages. Answering questions not only helps consumers immediately, but it creates an ongoing legacy, positioning a brand as an industry expert.

Successful, consumer-centric companies engineer ongoing branding implementation, understanding the process creates desired associations and advocacy. Insights, taken from online resources or offline events like the Martin Lindstrom Branding Workshop, help owners translate brand-driven concepts and ideas into practical, everyday operations.

Is your company considering a new clothing line? Is your shop producing a new ice cream flavor? Involve consumers, allowing them to take control of how the brand operates. It’s exciting to consumers who value brands that take their interests seriously. Secondly, the process is great for public relations, gaining the attention of new consumers and eventual advocates.