Brand Marketing: It Was The Best of Times, it Was The Worst of Times

Our culture has a social capital deficit. Some brand marketers are taking action to change that.

“It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness…” – Charles Dickens, A Tale of Two Cities

While the setting is drastically different, as when Charles Dickens penned those words he was referencing an age of radical opposites taking place across the English Channel in France and the United Kingdom, yet Dickens sentiment captures the brand marketing landscape of today.

Today’s brand marketers live in a world of chaos – big data, social media, attribution ambiguity, etc.

For some, it’s a world of despair and conflict. And others, a world of happiness and engagement.

It’s a world of extreme opposites without any in-betweens.

At no time has this been more clear than during the advertising mania of this weekend’s Superbowl, advertising largest stage.

It is the best of times.

Instead of providing respite or simply taking the easy road and providing entertainment, some brand marketers decided to have a voice. They decided to make a statement.

Airbnb and Coca-Cola on diversity.
Goggle and Expedia on acceptance and global togetherness.
Budweiser and 84 Lumber on immigration.

These brands were willing to take a stand.
To have a point of view.
To put profits on the line for something they believe in.

This is what we have accused business of being unwilling to do for so long.

However, brand marketers aren’t out of the clear.

#BoycottBudweiser and #DeleteUber are subtle reminders that there is still work to be done.

It is the worst of times.

Our culture has a social capital defict.

Powerful brand messages are met with skepticism.
Authenticity and motives are questioned.
Vulnerability is ignored instead of embraced.

Yet, the journey to authenticity and consistency starts with a small step in the right direction.

It begins with generosity.

Over the weekend a number of brands started their flywheels of generosity and I hope they continue. I hope others embrace the risk and gather the courage to have a voice as well.

Our culture needs it.

It is a time of transformation.