Alex Antolino: Personal is the new professional
Posted: Tue Dec 17, 2024 4:18 am
Pinterest CMO Andréa Mallard agrees, saying that the responsibility and opportunity for brands is greater than ever. Millennials and Gen Z believe brands, not governments or public agencies. She cites Patagonia’s documentary “Public Trust ,” in which the outdoor brand advocates for the preservation of a public land in Alaska. People are looking for this kind of leadership, and she believes brands can play that role. Having a vision helps brands navigate it.
As Neil Barrie, co-founder of TwentyFirst Century Brand, put it so beautifully:
This is a time for brands to be generous.
And brands are generous these days. The documentary Andréa mentioned is also the common thread in the story of Alex Antolino , Creative Director at Typeform. In the documentary, Patagonia sides with the native people of Alaska in their fight to preserve a certain piece of land and prevent an oil refinery from being built there. Unfortunately, the people lose, but Alex and probably thousands of others with him, was touched and says that he would buy a jacket from the brand for this reason alone. Even though outdoor clothing is not his style at all.
What can other brands learn from Patagonia? How iran telegram data can you become an irresistible brand? Alex concludes that it’s no longer about coolness, but about commitment . Brands that do good, that engage with the public and show that they care. That’s the future.
Having a brand that is caring is more powerful than being cool.
Competence, coherence and empathy
The goal of branding is still to build trust between your brand and your target audience. You do this in three areas.
Competence: How good are you at solving problems?
Coherence: Are you who you say you are?
Empathy: are you able to connect seamlessly with your target group?
Your competencies are reflected in your product and your content. Alex advises to make your content as user-driven as possible . Give your community and users a stage. Start the conversation and share this. Show interest and try to understand the underlying needs and wishes of your target group and translate that into your output.
As Neil Barrie, co-founder of TwentyFirst Century Brand, put it so beautifully:
This is a time for brands to be generous.
And brands are generous these days. The documentary Andréa mentioned is also the common thread in the story of Alex Antolino , Creative Director at Typeform. In the documentary, Patagonia sides with the native people of Alaska in their fight to preserve a certain piece of land and prevent an oil refinery from being built there. Unfortunately, the people lose, but Alex and probably thousands of others with him, was touched and says that he would buy a jacket from the brand for this reason alone. Even though outdoor clothing is not his style at all.
What can other brands learn from Patagonia? How iran telegram data can you become an irresistible brand? Alex concludes that it’s no longer about coolness, but about commitment . Brands that do good, that engage with the public and show that they care. That’s the future.
Having a brand that is caring is more powerful than being cool.
Competence, coherence and empathy
The goal of branding is still to build trust between your brand and your target audience. You do this in three areas.
Competence: How good are you at solving problems?
Coherence: Are you who you say you are?
Empathy: are you able to connect seamlessly with your target group?
Your competencies are reflected in your product and your content. Alex advises to make your content as user-driven as possible . Give your community and users a stage. Start the conversation and share this. Show interest and try to understand the underlying needs and wishes of your target group and translate that into your output.