Trust, Authenticity and Transparency are the three "pop marketing" words of the day. ROI was last year. Trust, Authenticity and Transparency can be found on every marketing blog and in every social media webinar worth their free price of admission.
Sound like I have a bug up my arse? You bet.
Here’s the problem with brands today: They don’t mean anything. Most brands are not imbued with an idea, but with many ideas. They are defined by campaigns, not a brand strategy. We, as consumer, are therefore so confused we default to the “is” of the Is/Does. Levy’s is jeans. Coke is cola. And with so many people managing these brand across so many silos we don’t know what the brands “do.” We can’t land on a brand value, because it is ever-changing.
That’s why everyone is talking about Trust, Authenticity and Transparency. Everyone is confused. And with social media added to the brand management fray, there’s even more confusion. Return On Strategy (ROS) is the most important brand metric there is. Not the ROI which measures tactics. Too much ROI leads to the need for? That’s right. Trust, Authenticity and Transparency. Peace!