You are Treating Your Brand the Wrong Way | Interview with Nicola Mendelsohn

TL;DR

Brands should prioritize authenticity and relevance in their communication to create meaningful connections with consumers.

Transcript

• Creativity matters everywhere, if you're running for mayor in your town or if you're running Coca Cola. (humming boom) (waves whispering) - Hi everyone here we are in Cannes, and I am with the incredible Gary Vaynerchuk I am so excited we have been trying to do this for the longest longest amount of time, and he's rocked up today in a spurs kit w... Read More

Key Insights

• 🛀 Authenticity is about being comfortable with the different variations of how a brand shows up to different audiences.
• ❓ Brands often focus too much on subjective elements that don't matter to consumers.
• 👔 Relevance is closely tied to authenticity in brand communication.
• 🖐️ Voice-activated devices and artificial intelligence will play a major role in the next decade, and brands should embrace this trend.
• ◾ Small and medium-sized businesses have excelled at leveraging platforms like Facebook due to their ability to operate authentically.
• 👨‍💼 Creativity and authenticity matter at every stage of business growth.
• 😮 Audiobooks, podcasts, and other audio forms of content are on the rise and should not be overlooked.

Questions & Answers

Q: How does authenticity relate to relevance in brand communication?

Authenticity and relevance are closely related because being authentic is about understanding the varied meanings a brand has for different consumers and staying relevant to their individual preferences and experiences.

Q: Which brands do you think have successfully embraced authenticity in their communication?

While I don't pay much attention to what other brands are doing, I think Wendy's has done a good job of engaging with consumers and creating an authentic voice that resonates with their audience.

Q: At what stages of business growth do authenticity and creativity matter the most?

Authenticity and creativity are important at every stage of business growth. Whether you're a small business or a multinational corporation, being authentic and creative in your communication can help you stand out and connect with consumers.

Q: What advice would you give to small businesses looking to find their voice or personality?

Small businesses should lean into their founders and leverage their unique qualities, whether that's their charisma or their deep knowledge in their field. Making creative content for dominant platforms like Facebook, Instagram, and YouTube is also crucial for building connections with consumers.

Summary & Key Takeaways

• Authenticity in brand communication means being relevant to individual consumers and understanding the different meanings a brand may have for different people.

• Brands often focus too much on subjective elements that don't matter to consumers, instead of embracing the multidimensional nature of authenticity.

• Achieving authenticity requires brands to be comfortable with the different variations of how they show up to different audiences.