Marketing tech
fromAxios
1 week agoCommunicator spotlight: Samsung's Allison Stransky
AI integration across devices enhances consumer experience and marketing strategies, emphasizing the importance of brand purpose for younger generations.
"We use short videos to tell sustainable stories about our brands, and then we reward consumers for engaging with it," Conny Braams, Unilever's chief digital and commercial officer, told The Drum. "And what we've seen from the pilots that we've been doing is that it, first of all, builds brand power, which is really important. But also, it really changes behavior."
Among critics was behavioral specialist Richard Shotton, who has drawn quite a different conclusion into the viability of purpose-led marketing from the data. The study compared and contrasted 47 brand purpose cases with 333 non-purpose cases over the same period. 57% of brand purpose campaigns studied were deemed to "perform strongly." These "well-executed" campaigns drove 15% more market share growth than standard ad campaigns, a fact many fans of purpose have grasped on to and championed.
At the recent RSA Conference - an annual IT security event, held this year in San Francisco - the expo floor was brimming with security vendors, partners and information security executives looking to advance their security posture and operations. Considering the many different perceived security challenges, solutions, products and services evidences just how dynamic - and perhaps volatile - this industry can really be.
In today's hyper-competitive marketplace, businesses are no longer judged solely by the quality of their products or services. Instead, they're evaluated on how they make people feel. This emotional connection - built through clear, consistent, and compelling branding - can mean the difference between fleeting visibility and lasting impact. Modern consumers want more than transactions; they seek meaningful experiences. They're increasingly drawn to brands that align with their values and offer authenticity over perfection.
"AI won't change the fact that audiences reward consistency, transparency and real commitment," she says. "What it will change is the signal-to-noise ratio. Purpose-driven communication that is truly lived out by a company will stand out even more because people will crave rare authenticity amidst a flood of optimized narratives."
Brand purpose has become the villain of marketing strategy. People have it confused and, quite like the word 'woke,' it has been used to bamboozle marketers into shutting down decent campaigns.