{"id":322,"date":"2020-04-23T14:18:00","date_gmt":"2020-04-23T14:18:00","guid":{"rendered":"https:\/\/oanaandreescu.com\/wp\/?p=322"},"modified":"2020-07-09T18:20:36","modified_gmt":"2020-07-09T15:20:36","slug":"marketers-need-to-understand-when-to-shut-up","status":"publish","type":"post","link":"https:\/\/oanaandreescu.com\/ro\/2020\/04\/marketers-need-to-understand-when-to-shut-up\/","title":{"rendered":"Marketers Need To Understand When To Shut Up."},"content":{"rendered":"[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.4.7&#8243;][\/et_pb_section]","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":273,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"<!-- wp:paragraph -->\n<p>Last week I saw this video and cringed.&nbsp;<strong>Stick a brand on the pain and call it empathy, right?<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:core-embed\/youtube {\"url\":\"https:\/\/youtu.be\/vM3J9jDoaTA\",\"type\":\"video\",\"providerNameSlug\":\"youtube\",\"align\":\"center\",\"className\":\"wp-embed-aspect-16-9 wp-has-aspect-ratio\"} -->\n<figure class=\"wp-block-embed-youtube aligncenter wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/youtu.be\/vM3J9jDoaTA\n<\/div><\/figure>\n<!-- \/wp:core-embed\/youtube -->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This is sad on so many levels and a very bad strategic move that does not add to brand equity in any shape or form. I believe&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/markritson\" target=\"_blank\" rel=\"noreferrer noopener\">Mark Ritson<\/a>, my favorite marketing professor on LinkedIn said it best:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><a href=\"https:\/\/www.linkedin.com\/posts\/markritson_brand-advertising-marketing-ugcPost-6657061008764436480-bbwy\" target=\"_blank\" rel=\"noreferrer noopener\">\u2018<em>Just because we are in lockdown does not mean that the usual rules of brand management do not apply. When you communicate like everyone else \u2014 devoid of codes, devoid of differentiation, with exactly the same message as those around you \u2014 you disappear completely.(\u2026) above the tinkling pianos of cliche, you can hear the collective sound that a million consumers make when they shrug their shoulders and then the noise of a dozen brand managers slapping each other on the back.<\/em>\u2019<\/a><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Isn\u2019t it so very sad how marketers do not really understand when it\u2019s time to shut up and live out the brand values, not act them out in front of a camera?<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>But there are brands out there that know what and how to talk about these days. One of my favorites yet:&nbsp;<a href=\"https:\/\/www.instagram.com\/theoriginalmoonpie\/\" target=\"_blank\" rel=\"noreferrer noopener\">MoonPie, check them out on Instagram<\/a>&nbsp;where they act &amp; feel human and people love it.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image\"><img src=\"https:\/\/miro.medium.com\/max\/774\/1*w2BdV8z20iVcliMZyDSnZw.png\" alt=\"\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>Some might say that it is easier to do it for an FMCG brand. Yes, it might be. But there are B2B brands out there who put out authentic content on social and tell a brand story I can trust \u2014 like how they did not tamper with the photos of the employees volunteering in plants (image #2) or how their CEO takes to LinkedIn about how impressed he is with the employees.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image\"><img src=\"https:\/\/miro.medium.com\/max\/674\/1*8xSnWHb6eoWl-6-Sf15BqA.png\" alt=\"\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3><strong>To brands and marketers out there, I say: this is your chance to walk the talk. You said your brand is kind, claimed it was innovative\/creative in tackling challenges. Now it\u2019s about time for&nbsp;<em>\u2018Show, don\u2019t tell\u2019,&nbsp;<\/em>one of the top rules in storytelling. Show us your humanity, speak about your brand values with real stories. Not everything needs to be edited and studio made, these days we all appreciate authenticity a bit more than usual.<\/strong><\/h3>\n<!-- \/wp:heading -->","_et_gb_content_width":"1080","footnotes":""},"categories":[15],"tags":[38,27],"class_list":["post-322","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-branding","tag-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v16.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketers Need To Understand When To Shut Up. - Oana Andreescu<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/oanaandreescu.com\/ro\/2020\/04\/marketers-need-to-understand-when-to-shut-up\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketers Need To Understand When To Shut Up. - 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