The rational arguments remain important, of course. They answer the question of whether a company is able to deliver on its functional promises, the basis of trust between people and brands. A simple example: an article on a web page about a company's sustainable vision plays on emotion, facts about the number of customers, employees or turnover on the ratio.
Volkswagen knows better than anyone how to win the emotional trust of a consumer. After the diesel scandal, the car manufacturer removed the somewhat too self-assured slogan Das Auto . With the campaign Then. Now. Always. Volkswagen used its rich heritage to powerfully strengthen the bond of trust with the customer.
The carmaker also underlined its continued commitment to innovative and sustainable technology with its multi-billion dollar investment in Electrify America , an American charging network for electric cars.
From why to woke
Less than four years ago, brands like Airbnb and Uber were big game changers with their revolutionary why . Growing companies that played into the user’s interest in the belief behind the product with their contrary approach. The term game changer now has a different meaning. Brands not only need to have their why in order, but also be woke . They need to be awake: appropriately tap into the political and social issues that are relevant to the consumer.
You don't just become awake, or woke. You take a political position. That entails risks. On the one hand, you bind consumers from one camp, on the other hand, you alienate them. At the same time, brazil whatsapp number list making a bold choice also guarantees the creation of a strong story, with which you end up in a filter bubble and touch people in the heart.
Good examples of woke brands
Starbucks is a good example of a woke brand. After US President Donald Trump’s controversial Muslim ban, the coffee chain showed decisiveness. The company promised to recruit 10,000 new employees from refugees escaping war, persecution and discrimination.
Closer to home, we also see good examples. What about the Dutch Suitsupply? Not so long ago, the clothing brand received a wave of criticism after launching a new campaign with a gay theme. Within days, the company lost thousands of followers on social media.
On Instagram, Suitsupply dropped from over 368,000 to 356,000 followers. A big loss, you might say. Nothing could be further from the truth. Less than three months later, the number of followers stands at 409,000. In addition, you can conclude that the remaining and growing following has become even more loyal due to the brand's outspoken action.
screenshot suitsupply.