Building Authentic Brand Equity in an AI Age
Trust and reputation were the topics of the day at TBWA’s 3rd quarterly town hall, as agency creatives and staff convened to hear from a number of speakers on the notion of building brand equity in an AI age. The idea of reputation as an equity was explored through the lenses of the individual, creative, and brand levels, as told through the individual speakers’ years of experience.
BUILDING YOUR PERSONAL BRAND
Headlining the event was internationally renowned fashion designer Rajo Laurel, who delivered a presentation on “How to Dress Creatively In the Workplace”. Individuality, explained Laurel, while being a means to stand out from everyone else, was not a license to disregard existing etiquette or protocols. Indeed, noted Laurel, it is entirely possible to express one’s individuality while still observing proper office attire and dress codes. Laurel used volunteers to illustrate his observations, while giving tips such as playing with accent colors, mixing fabrics and textures, defining a silhouette, and finding the right accessories to suit one’s style.
Laurel reminded the audience that pushing boundaries was always welcome, as long as it was done in a respectful way (especially when taking client sensibilities into account). The most important thing was being willing to explore multiple avenues to find the aesthetic “branding” that best suited them.
AI AND THE HUMAN EQUATION
Chief Creative Officer Melvin Mangada’s talk dove into the concept of defined identities, as –in a world of increasing AI adoption– consumers sought authenticity above all else. To wit, in a pop culture landscape where ads are often seen as intrusive, studies have shown that consumers don’t mind being sold to as long as it’s handled in a genuine and sincere manner. In moving away from the hard sell, said Mangada, “Our job isn’t to force conversion – it’s to invite consideration.”
With regard to the human side of the aforementioned AI equation, Mangada said, True Disruption meant opening oneself to new ideas, and being open to “work with people who know things that you don’t.” Mangada invited the audience to view AI as a tool that enables endless creativity, empowering the process, rather than stunting it. And, as with any tool, it would need people trained in how to handle it.
“Creativity is the great equalizer,” said Mangada. “When all else fails, imagination, inventiveness, and intuition are far more reliable than numbers and best practices. Creativity thrives in newness – it keeps brands fresh, relevant, and impossible to ignore.”
BRAND EQUITY IN A SOCIAL AGE
TBWA\Eleven BUD Jennifer Rockwell delivered the final talk of the evening, relating the topics of trust and reputation as they related to brand equity in the modern industry. Speaking in her capacity as lead of TBWA\SMP’s newly-minted PR & Influencer Marketing arm, Rockwell brings years of PR experience to the table, having handled multiple local and international brands.
According to Rockwell, achieving and maintaining good brand reputation has always depended on great service and proactive positive storytelling. Thus, when crises inevitably occur, the brand would have that good will to fall back on in the eyes of the public. With social media being used to spread news (real or otherwise) faster than ever, the need for brands to build their foundations is more crucial than ever.
For brands, that foundation is often the result of a robust PR plan, one built on local cultural nuances, pre-approved statements, and constant media monitoring. With all of these in place, TBWA\Eleven’s clients are able to own the narrative as needed, rather than being forced to react to one.
As with fashion or advertising, Rockwell noted that sincerity will always trump performative measures, as audiences have become conditioned to read beyond buzzwords and empty gestures. With scandal-filled headlines now a daily occurrence, consumers are experiencing a widespread “sense of grievance”, driving home the need for a measure of emotional accountability on the part of brands.
“Reputation is not a project,” said Rockwell. “It’s a daily commitment to integrity and consistency. It’s the most important asset you manage.”