Top Insights Shared at 2015 Brand Leadership Summit
Superhero Secrets: Simon Mainwaring on How Brands Can Be Relevant
June 26, 2015
Brand storytelling may not be something that average people think about. But it is something that Simon Mainwaring is an expert on. In the above #SuperheroSecrets video, Simon explains how his company WeFirst helps brands connect with their audiences.
In order to really resonate with your consumer, Mainwaring advises that brands should not only focus on profit margins but on world issues as well.
“You really need to recognize that as a company you need to communicate on the basis of a mission with a company rather than a company with a mission,” he says in the above video.
This advice may seem counterintuitive – especially because most people think running a business is about making as much money as you possibly can. But Mainwaring doesn’t see it that way.
“You need to resonate with media-savvy, well-informed consumers who are very aware of the compounding social crises,” he advises. “They are looking at brands and saying: are you part of the problem, or are you part of the solution?”
Mainwaring also believes that living in the information age is not necessarily a good thing – if you don’t know how to correctly use that data. In order for any brand to connect with customers, there needs to be an emotional connection between the two.
“I think too often that marketers are trying to [use] data instead of letting the story they’re trying to tell facilitate that emotional connection.”
So what companies are telling good stories and who should you emulate to be part of the solution? Watch the video above to find out!
Interviewed by Jessica Lipman
Written by Roselyn Sebastian
Thanks to Superhero You for the opportunity to share some thinking about branding. Be sure to follow SuperheroYou.