By: Sarah Siddiqui
Marketing involves adapting to current trends, sensitivities and challenges while shaping a distinct voice for the brand. Marketers often seek relevance by incorporating popular trends into their campaign ideas, which they refer to as “buzzwords.” Sometimes, it’s the smart thing to do because it seems obvious and apparent. It is also the inherent nature of a marketer to find that differentiator that works in their favor, whether that’s in their campaign or brand. However, it’s important to take note of certain things before going that route.
Authenticity Matters: These “buzz words” are often as serious as significant movements or as minor as a challenge initiated by someone on social media. Brands must be extremely careful when associating themselves with any of these trends since it might or might not resonate well with the audience. If not already a part of the brand’s DNA, it risks appearing disingenuous or opportunistic.
Sensitivity & Depth: For serious topics like climate change, equal rights, diversity and inclusion, brands must be fully committed if they choose to engage. If the brand chooses to take a stand on such topics, it should wholeheartedly embrace them in its marketing Ps. Not just make them part of one campaign only when they gain traction with the audience. That ensures a long-term connection between the brand and the consumer.
Relevance and Agility: At the same time, brands do feel the pressure to stay relevant. Covid was a great example of when a lot of brands, categories, and industries became irrelevant in a matter of days. The fight to quickly adapt to the changing environment became the name of the game. Even though that was a very disturbing phase, something positive came out of it. It gave marketers a lot of confidence and agility to adapt to what consumers were saying and asking for. This is always beneficial for a brand.
Consumer Sentiment: While brands, particularly the CPG industry, strive for that relevancy, it is essential to keep an eye on when it’s creating a strong sentiment amongst its consumers. Harping on a buzzword for a campaign can quickly become a buzzkill for some brands if not well integrated with the brand. Sometimes, a negative sentiment, even though it creates word of mouth, might hurt the equity of the brand in the long term. Some publicity stunts also fall in the same domain. Therefore, brands should monitor how their engagement with trends affects consumer sentiment. It only makes the brand look and sound more aware.
Brand Integrity: Believe it or not, this topic also reaps a massive benefit if integrated well. Some brands have stood up and embraced a new, challenging personality but hugely relevant personality. They did not shy away from taking the challenge and, in the process, did not just win consumers’ hearts but also made a lot of money. Some brands also do the opposite; they shift their focus while being extremely successful in a particular space only because it’s the right thing to do. That is what a bold move is, and it will always be remembered by generations to come.
In summary, determining a couple of things before jumping on the “trends” bandwagon is essential. Firstly, understand your brand and its needs at the moment. Secondly, understand if the relevancy you’re aiming for with the audience is a fad or a macrotrend. Lastly, if it does appear as a macrotrend, ensure you are willing to shape your brand’s personality accordingly and willing to invest in it long term. If it’s just a fad, oh well, have fun with it while you can!
Published by: Martin De Juan
