The current generation of consumers has developed an intolerance for inauthenticity, which means that brands need to shift their thinking from traditional to thoughtful. The tide is turning in the media and communications industry: Now, it’s about focusing on the truth, or what I like to call the “story behind the glory.” My job is to make sure our clients have as authentic a brand voice as possible.
Authenticity Is Rewarded
A recent global study released by Cohn & Wolfe found that nearly nine out of 10 consumers are willing to take action to reward a brand for its authentic approach to marketing. Despite the fact that this strategy is a sure way to amplify their messages, many businesses poorly execute these new practices of engagement, which creates a proverbial slump that lacks creativity, direction and innovation. As an entrepreneur who is constantly searching for opportunities to grow and exploring potential programs to add to my growth, I turned to my friend Dr. Natalie Nixon, Director of the Strategic Design MBA program at Philadelphia University. Formulated to incubate a new wave of hybrid thinking, the program’s focus is on trying to understand the experience of your brand through the perspective of the people who are buying it.
The Four Keys
Natalie shared the four main keys to implementing a strategic design thinking model to your business structure: Applying these principles and shifting to a hyper-centered focus on the user will help companies drive profit and success.
