Preserving brand authenticity in the age of trend forced algorithms
How brands maintain their unique identity in a trend-driven market and inspire unwavering customer loyalty through authentic storytelling and innovative experiences.
I touched on AI-driven data ecosystems in my last post and thought it best to dive deeper into a related critical challenge facing brands: the overwhelming influence of social media algorithms on their narratives and the resulting consequences.
In today's world everyone and everything acts as a brand, each fighting for time on the limited attention spans of consumers. Where algorithms continue to refine with their end goal a state of pure optimization regardless of human connection or emotional investment. How can we take back control of our brand, our voice, our connection and ultimately give consumers the authenticity they crave?
Brands succeed by building worlds that captivate audiences.These worlds are built on moments - powerful, personal, and ephemeral experiences that forge lasting memories. But what happens when we no longer own the worlds? Or control the story? That is what is currently happening as we rely on social platforms as our distribution channels where rules can be changed overnight, be forced to pay ad fees just for your existing consumers to see your content and disconnect data resulting in fractured conversations and conversions.
The algorithm dilemma
Social media platforms like TikTok, Instagram, and Facebook employ sophisticated algorithms designed to maximize user engagement by promoting trending content. Brands, in their quest for visibility, often find themselves creating content that aligns more with these algorithmic preferences than with their core values and voice. This pursuit of viral fame can lead to a fractured audience and weaken the brand's core values.
Consider the case of a minimalist fashion brand that posted a series of flashy, trend-based videos on TikTok. While these videos went viral and attracted new followers, the stark contrast between the TikTok content and the brand's owned space such as their website led to confusion and disengagement among these new audiences. Plus the existing audience now feels the brand no longer aligns with their values and starts to post negative comments.
This phenomenon extends beyond TikTok. Instagram's Explore and Reels sections, designed to surface engaging content, often push brands to create posts that might not fully represent their identity. Instagram prioritizes content based on factors like user interaction history and post information, which can pressure brands to conform to what's popular rather than what's authentic to them.
Such content misalignment can erode consumer trust and dilute brand equity.
The importance of emotional branding
Emotional branding plays a crucial role in building strong brand attachments. Emotional branding involves creating a deep, long-term, intimate emotional connection with consumers, which goes beyond mere satisfaction. This approach fosters a special trust-based relationship and a holistic emotional experience. It enhances consumer loyalty, satisfaction, and repurchase intention, ultimately leading to higher levels of brand performance and competitive advantage.
Nike exemplifies this approach to emotional branding, having built a deep emotional connection with consumers that goes far beyond selling athletic wear and equipment.
Key elements of Nike's emotional branding strategy include:
Inspirational messaging: Nike's iconic "Just Do It" slogan, introduced in 1988, transcends sports and resonates with people's aspirations in all aspects of life.
Hero storytelling: Nike frequently features both elite athletes and everyday people overcoming challenges, creating narratives of triumph and perseverance that consumers can relate to emotionally.
Social activism: The brand has taken stands on social issues, such as supporting Colin Kaepernick's protest against racial injustice, which strengthened emotional bonds with consumers who share these values.
Personalization: Through initiatives like NIKEiD (now Nike By You), the brand offers customization options, fostering a sense of individual expression and ownership.
Community building: Nike Run Club and Training Club apps create communities of users, enhancing the emotional connection through shared experiences and goals.
A prime example of Nike's emotional branding is their "Dream Crazy" campaign featuring Colin Kaepernick. The ad's tagline, "Believe in something. Even if it means sacrificing everything," resonated deeply with many consumers. Despite initial controversy, the campaign ultimately led to a 31% boost in sales and a $6 billion increase in brand value.
This campaign exemplified how Nike's emotional branding goes beyond product features to align with consumers' values and aspirations. By taking a stand on a divisive issue, Nike deepened its emotional connection with its core audience, fostering loyalty that transcends typical consumer-brand relationships.
Through these strategies, Nike has cultivated a loyal customer base who don't just wear the products but embody the brand's ethos of determination and self-improvement. This emotional connection leads to brand advocacy, repeat purchases, and a willingness to pay premium prices, demonstrating the power of emotional branding in creating a sustainable competitive advantage.
Authentic experiences: The future of brand engagement
Brand experiences have always been a powerful tool for consumer engagement. From meticulously designed retail spaces to immersive events, these experiences allow consumers to interact with the brand on a deeper level, fostering a sense of inclusion and loyalty. A well-executed brand experience can leave a lasting impression, far more meaningful than a fleeting social media trend. Post-pandemic we are already seeing brands push their spending up on experiences with it already outpacing overall advertising and marketing spend and expected to reach $85B by 2025
It should also be noted that 63% of consumers say their favorite way to engage with brands is through branded physical spaces with 85% having attended a brand event in the past 6 months, or plan to attend in the future.
There is one brand that continues to show up, both pushing what is creatively possible while still being 100% authentic
OTW by Vans
OTW by Vans showcases how brands can create immersive and emotionally engaging experiences that resonate deeply with their audience. Launched during Paris Fashion Week, OTW represents Vans' commitment to its skateboarding heritage while pushing creative boundaries. Working with the godfathers of brand experiences, Playlab Inc. OTW has consistently built environments that draw you in, bringing you back to those early skate years while serving it on a refined plate that speaks to our lived lives, sophistication and appreciation of story and form.
“OTW by Vans is a frontier for progression, experiences and collaboration”
Ian Ginoza — Global VP + Creative Director OTW by Vans
Paris Fashion Week 2023: Vans made a bold statement by taking over Paris Fashion Week with a skate park installation on the Seine. This event featured a concert by King Krule and thrilling performances by pro skaters, creating a vibrant fusion of skate culture and live music. The picturesque setting and the energetic crowd highlighted Vans' ability to blend its skateboarding roots with contemporary cultural elements.
Frieze Los Angeles 2024: Following the success in Paris, Vans set up another activation next to Soho Warehouse as part of Frieze LA. Best described as a skateable art installation the experience was in celebration of their S.R. STUDIO. LA. CA collaboration which featured a 30 foot wall with a stage inside where Paris Texas and Salem played while Vans athletes Curren Caples, Efron Danzig, Elijah Berle, Nick Michel, Roman Pabich, Rowan Zorilla, and Zion Wright performed in sync building off each other's energy. This event continued the theme of blending skate culture with music, further solidifying the brand's presence in the cultural landscape and offering an authentic experience for attendees.
Paris Fashion Week 2024: Vans returned to Paris Fashion Week with another dynamic skatepark activation, this time featuring live music from artists Kaytranada and Justice. By far the most ambitious of the designs, this checkered stone park became a beacon of joy and community in the chaos of fashion week. Whether you were at PFW or watched closely from home I can guarantee you heard about the event and wished you got the invite.
“[OTW] is really a point of view and distinct mindset, how we approach the future and not just from a product expression, but also from an experience standpoint,
Ian Ginoza — Global VP + Creative Director OTW by Vans
The Impact of Authentic Engagement
By staying true to its skateboarding roots and curating experiences that reflect its core values, Vans has successfully built a strong emotional connection with its consumers. These activations are more than just events; they are a testament to the brand's dedication to fostering genuine community engagement and cultural relevance. Vans' ability to blend skate culture with music and fashion in a seamless and authentic manner demonstrates a deep understanding of their audience and a commitment to maintaining their brand integrity.
Embracing authenticity in the digital age
In an era where algorithms often dictate content, the brands that stand out are those that stay true to their core identity. From Maison Margiela's enigmatic approach to Visvim's dedication to craftsmanship, these cult favorites prove that authenticity and consistency are the true currencies of a brand.
As we navigate the complex interplay between digital trends and brand integrity, one thing becomes clear: the future belongs to those who can maintain their unique vision while engaging with their audience in meaningful ways. In the words of Rei Kawakubo, "I like to work with space and emptiness." Perhaps in the cluttered world of social media, it's this very approach – the courage to stay true to one's vision and leave room for interpretation – that will define the next generation of iconic brands.
A strong, unwavering vision and a commitment to delivering exceptional, authentic experiences are the true foundations of lasting brand equity. In an age of algorithmic influence, staying true to one's brand identity isn't just an option—it's a necessity for long-term success and relevance in the ever-evolving fashion landscape.
The future is owned.
At ITM, we're pioneering a revolutionary approach to brand storytelling that puts control back in the hands of brands. Our model centers around the concept of experiential world-building, offering a powerful alternative to the algorithm-driven landscape of today's digital marketing.
Imagine a future where your brand isn't constrained by social media algorithms or platform limitations. Instead, you're the architect of your own immersive brand universe, crafting experiences that truly resonate with your audience.
Our model empowers brands to create rich, multifaceted worlds around their core values and identity. These worlds serve as the foundation for generating authentic content, products, and services that directly speak to pivotal moments in your brand story. By owning this narrative, you're no longer adapting your voice to fit trending topics or algorithm preferences – you're setting the agenda.
What sets our approach apart is how it transforms consumer engagement. Rather than pushing content through increasingly crowded and unreliable social channels, we enable your audience to curate their own level of brand interaction. This self-directed engagement naturally creates consumer tiers, allowing you to identify and nurture your most passionate advocates.
These tiers become a powerful tool for personalization. Casual fans might engage with your content, while dedicated fans could be invited to exclusive events or given early access to new products. This tiered approach not only rewards loyalty but also provides valuable insights into your customer base, allowing for more targeted and effective marketing strategies.
By building your brand world on ITM, you're investing in owned spaces rather than renting attention on social media. This shift gives you unprecedented control over your brand's destiny, fostering more intimate and authentic relationships with your audience.
In the owned future we envision, your brand becomes resilient to algorithm changes and platform volatility. Every touchpoint becomes an opportunity to deepen consumer connections and reinforce your values. This is more than just a new marketing strategy – it's a fundamental reimagining of how brands can connect with their audiences in the digital age.
With ITM, you're not just keeping up with the future of branding – you're defining it. Welcome to the era of owned brand worlds, where authenticity, experience, and direct consumer relationships reign supreme.
If you want to stop changing your narrative with every new algorithm and instead be 100% your authentic self and connect with your consumers on unparalleled levels, let’s chat.