Late last year, the president pushed through legislation that greatly reduced the size of protected lands in Utah. Within hours, the popular outfitter Patagonia responded with a simple statement on the company website: “The President Stole Your Land.” The brand spread the word through social media and other channels—and their site crashed multiple times in just a few days due to the overwhelming traffic.
There are countless examples of brands effectively leveraging current events in their communications. At their best, these messages invite conversations with audience members — and they can position an organization as thoughtful, relevant, and human. But when brands jump onto a bandwagon topic solely for the purpose of selling a product or grabbing some attention, people see right through it.
When the cosmetics brand Hard Candy filed for trademark protection of the hashtag “MeToo”, the Internet didn’t approve. Consumers condemned the move as one that valued potential for profit over victims’ voices. In the end, the cultural takeaway was that no single company should own such a powerful social cause.
Remember that your communications should reflect the voice of the consumer and not merely serve as a mouthpiece for your organization’s agendas. Your brand is not who you say you are — it’s who they say you are. You can initiate conversations, but it’s typically better to listen and respond.
For every story of consumers calling out insincere brands, there’s often an example of followers rewarding brands that take bold stands on tough issues. In fact, Dick’s Sporting Goods made a dramatic change at the highest level of the business — announcing that they would no longer sell firearms to those under 21, and that they would stop selling military-style weapons and accessories altogether. That’s much different from parroting popular sentiment or engaging in witty online banter. Instead, Dick’s took a decisive action, and then used various communication channels to demonstrate their convictions. Some feared the company’s stock price would drop in the wake of the news; instead, investors responded favorably to the brand’s earnestness and responsibility.
It takes a clear communication strategy and careful planning to engage with audiences on trending issues. Even the timeliest tweets and press conferences are vetted (albeit quickly) before being broadcast. More important, the most effective tactics are aligned with the brand’s established positioning and message.
In summary, all of these seemingly spontaneous communications work because the people behind them understand their brands and are ready to respond authentically in real time. That takes clarity of purpose and message. And that’s where we can help. Our OnPurpose™ process helps align your organization from the inside out, so you can share your value — and your values — with your loyal fans and followers.
Let’s catch up on current events — and create a roadmap for connecting with your audiences.