Having been a marketer for three decades, I’ve never seen anything like the current reality that companies face. These days, brand and reputation stewards face an unprecedented set of risks; their brand can be swept up at a moment’s notice into a social or political crisis they never saw coming. A perfect storm of forces has created an environment where brands can instantly become this week’s focus for indignant and increasingly activist consumers, energized social media influencers, and news media hungry for headlines.
This new reality requires a new set of rules for marketers and companies in order for them to not only survive but thrive through this volatile environment. The process begins with defining your core values and beliefs and deciding where and how you are—or aren’t—willing to engage in issues beyond your base business. When you’re able to determine these and the “tribes” or constituents that determine your brand’s fate, you can more effectively incorporate the appropriate perspectives and sensibilities into your marketing and communication strategies.
So, let’s start at the beginning. See how prepared your company is to adapt to this new reality of the #FakeNews Era and the challenges that come with it. Through the course of this assessment, choose the answers that most closely match your company’s current situation.
Complete the following sentences with the answers that most closely reflect your current approach. Be realistic and self-aware as you answer these questions so that you can get the best assessment of your brand readiness.
Marketing strategies to help your team get inspired to make bold moves. Join me.