Take off your brand mask

Posted 10.18.17 by Spyglass

 

As the season of the witch tempts us to put on our Halloween costumes, we tempt you to think about taking off your brand mask.

Authenticity has become a big buzzword in marketing—and rightfully so!  Customers—and all of us, frankly—are tired of the airbrushing, spinning and all around smoke and mirrors that’s being used to sell us an endless bill of goods. We want the real deal. We want substance.

At a recent marketing conference, a large national bank shared how they tested their social media content to see what approaches outperformed. In the case of a recent credit card promotion, the clear winner that converted customers was the version that used a straightforward image of the card itself… not the shiny happy people who were optimizing the benefits of said piece of plastic. Hmmmm.

Using “lifestyle” to sell everything from widgets to warlocks isn’t always the way to go. Yes, people have a place in your brand story (let’s face it, stories are ALWAYS about people), but it is time to think beyond stock images. (Unless it’s one of cute kids in Halloween costumes.)

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