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Tag: brand

No Apologies: Authentic Brands

No Apologies: Authentic Brands

November 17, 2020January 31, 2023 Clairemont InternBlog, Marketing, Public Relations#burgerking, #generationz, #millennials, #patagonia, advertising, brand

Today’s consumers are perceptive, able to keenly sniff out performative authenticity. Potential clients and consumers of a company seek to support cause-driven brands that align with their own values. According to an article by Entrepreneur, brands should cultivate consumer loyalty through originality, “find an angle that nobody has taken before, and develop an image and voice that are wholly your own.”

What original content do people want, anyway?

As the largest living adult generation with an estimated total spending of $1.4 trillion over the course of 2020, millennials make up a powerful part of the market. The youngest age group, Generation Z, has companies scrambling to secure its approval, since this generation’s buying power equals more than $140 billion. 

For millennials, here are a few important statistics to remember:

“Sixty-one percent of millennials are worried about the state of the world and feel personally responsible to make a difference.” – Huffington Post

“Eighty-four percent of millennials don’t trust traditional advertising.” –Hubspot

In addition, marketers should keep in mind that Generation Z is aware of obvious marketing pitches, wanting products that offer them an experience over a tangible item. Generation Z asks, “What experience will your product bring me?” According to an article by Mention, “Products are 25 percent of what you sell. The rest is an intangible feeling tied to the product.”

In the current marketing climate, consumers of all ages value brands that are socially responsible and authentic. Here are a few brands that have been originally and unapologetically authentic, earning the respect (and business) of their audiences. 

Burger King Shoutout

Burger King has been known to challenge the status quo with its advertisements, whether through humorous television commercials or with bold visual and verbal content. Burger King has perfected its brand voice to be cheeky, witty and unafraid of highlighting prevalent social happenings. Take a peek at a few of the ways Burger King “roasted” its competition with effective advertising. 

The latest Burger King ad went so far beyond blatant boldness that it didn’t initially seem to make sense. What was this advertisement? A big, detailed picture of a moldy, unappetizing BK burger, along with the caption, “The beauty of no artificial preservatives.” 

The message of this content was clear: Burger King’s burgers are made with fresh ingredients, so they get moldy if left out. Burger King’s global CMO, Fernando Machado, believes that in order to grab people’s attention, an ad needs to trigger an intense emotional response. During the recent EffWeek conference hosted by the Institute of Practitioners of Advertising, Machado said, “If you want to cut through the clutter and not rely on an insanely big budget, which most marketers don’t have, you need to do things that are bold and edgy and hit a nerve.”

This ad certainly hits a nerve. It avoids being labeled as a “typical ad,” and it promotes a certain idea of the type of food experience you’re getting by dining at Burger King. Check, check and double-check. 

Patagonia Shoutout

Patagonia is another example of a brand that is more concerned with the message and cause that it’s backing rather than focusing on the simple appeal of an aesthetic logo. 

While Patagonia loves raw advertisements using video content of real people using its gear to adventure in real life, one of its latest advertisements took an unapologetic social and political stand. 

Sewn into a style of shorts is the message, “Vote the Arseholes Out.” While not referring to any specific candidate, Patagonia is calling its consumers to vote out any candidate that rolls back environmental protection and does not actively attempt to control climate change. Patagonia’s European marketing director, Alex Weller says that making such an ambitious statement challenges the company to “rethink how it approaches business,” and shift its focus to being both sustainable and profitable. 

Patagonia has identified its company values, and its advertisements reflect this. The company’s goal isn’t to “fuel a superficial desire” for its products but rather to create intrigue about the effects of environmental impact through its brand voice. 

The best part?

People are taking notice.

Want to know how to make your brand bold and bodacious? We’ve got ideas. Shoot us an email!

By Clairemont intern Anna Beth Adcock, a senior at NC State.

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Burger King, the Humor King

Burger King, the Humor King

June 25, 2018January 31, 2023 Cherith AndesBlog, Marketing, Restaurant PR + Hospitality PRbrand, branding, Marketing, Raleigh PR Agency, restaurant marketing, Restaurant PR

If ever there was a prize for a bait-and-switch in the restaurant industry, IHOP just took home the gold.

The breakfast joint ditched its famous Rooty Tooty Fresh ‘N Fruity pancake meal in favor of a different kind of combo — burgers and fries. And this wasn’t just a small tweak in the menu. The International House of Pancakes (IHOP) revamped its entire identity to become the International House of Burgers, or IHOB.

Twitter raved over Wendy’s classic response to a new player in this fast-food fight. Certainly, IHOB’s new focus might pose a threat to “the real OG,” as one Twitter user dubbed Wendy’s. But another franchise stood more to lose by simple virtue of its name.

Burger King.

In many circumstances, sheer interest in a new restaurant might have threatened Burger King’s brand recognition. But with a little quick thinking, Burger King’s marketing team leveraged a bold response to secure its market share. Well hello, humor.

What can you learn for your own business?

The Magic of Brand Humor

Your brand isn’t a logo or slogan. As we’ve mentioned in other blogs, a brand is what people say about you when you’re not in the room. It’s a feeling, an experience. And it springs from qualities resembling human characteristics, like “creative,” “tenacious,” “bold,” “playful” or “witty.” Just like people, every brand has a humorous streak in its “personality,”  albeit of different tones and varieties. And at the end of the day, people want to connect with people, not brands. So tap into your brand’s distinct flavor of wit to forge a deeper connection with your fans, customers and followers.

Finding Your Funny

Brainstorm qualities that unveil your brand’s lighthearted side. Are you the quiet, dry type? The bold jokester? The playful pal? Humor doesn’t necessarily need to tie directly to your product or service; it simply can identify you as a dynamic company with a witty, engaged staff unafraid to push the boundaries. Others feel welcome to interact and express themselves in your conversation. Explore voicing your sense of humor through a variety of mediums, from a parody video to — yes, indeed — even a quippy cat meme.

Wield Wit with Care

As Forbes points out, effective brand humor can be a fine line to walk. Heavy-handed jokes can easily backfire when they cross the line into demeaning sarcasm. Keep close tabs on the tenor of your communication and seek an inclusive rather than exclusive tone. While it feels lighthearted and spontaneous, well-honed brand humor requires significant thought and planning to craft a streamlined output. When in doubt, consult a communication professional as you develop your brand voice.

At Clairemont, we help our clients craft a compelling brand voice that connects with the personality — the hearts — of their audiences. Learn more about honing your brand!

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