Decisions to engage and interact with brands are even more calculated, and there is skepticism as to how information provided might be used.
In this environment, we have a greater responsibility to find ways for our clients to build authentic connections with their customers and prospects. Our work in advocacy has shown that to effectively connect consumers to an initiative or cause, we must understand them – what motivates them to take an action – and what inspires them to share their action with their friends. Building authenticity starts with knowing what your brand stands for, and what it does not stand for. Data helps fuel insights about your customer which can be used to create ideas that connect and activate.
Here are five brands I admire – for their ability to build authentic experiences – with a clear vision of their mission and purpose: