May 4, 2022 0 Comments

Brand Values: Authenticity from Mission Statements to Marketing Claims

Episode 03

On today’s episode of Trust Relations: The Podcast, hosts April and Hamish are getting to that critical element at the heart of a cohesive campaign: brand values. They’re discussing how today’s biggest brands and savviest startups can stay true to their values, back up their claims and make headlines that really move the needle. They also share advice on what to do when a client’s value propositions can’t be backed up with facts, and analyze creative campaigns from Truly and Zaxby’s. In this week’s news, our hosts chat through the recent scandal at 5WPR, IBM’s age handling of age discrimination accusations and the rising importance of owned media.

SHOW NOTES:

COMMUNICATIONS BUZZWORDS:

Hamish: avouch (v.)

April: prodigious (adj.)

NEWS:

PRSA + 5WPR: https://www.google.com/url?q=https://www.prweek.com/article/1747390/prsa-new-york-condemns-5wpr-ceo-ronn-torossians-masked-ownership-everything-pr&sa=D&source=editors&ust=1651521031787633&usg=AOvVaw0L6oqdMYGI2R9QS 

IBM + Dinobabies: https://www.nytimes.com/2022/02/12/business/economy/ibm-age-discrimination.html

Owned Media: https://www.google.com/url?q=https://www.marketingmag.com.au/hubs-c/opinion-businesses-that-dont-monetise-owned-media-are-missing-out/&sa=D&source=editors&ust=1651521031798748&usg=AOvVaw0r1Yxl9r3Rp7TnXH

CAMPAIGN ANALYSIS:

Truly First Dates: https://www.marketingdive.com/news/truly-cracks-open-love-with-contest-to-encourage-valentines-day-first-date/618332/

Zaxby’s Buffalo Wing: https://www.adsoftheworld.com/media/film/zaxbys_guy_on_a_buffalo_wing

MARKETING CONUNDRUM: Here’s what to do when a client’s value propositions can’t be backed up with facts.

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Sound effects obtained from https://www.zapsplat.com.

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OUR CO-HOSTS

April White

Hamish Anderson

Trust Relations: The Podcast with April and Hamish

Welcome to Trust Relations: The Podcast! April White is the founder of Trust Relations PR agency, and Hamish Anderson is our resident marketing expert. Together, they’re the dynamic duo with all the right skills to take on the biggest topics in news, media and integrated marketing. Join us every two weeks, as we help you learn from the marketing mistakes that make headlines — or sink brands.