As consumers take control, how important is brand integrity?

“No matter how educated, talented, rich, or cool you believe you are, how you treat people ultimately tells all. Integrity is everything.”

I recently saw the statement below, and it got me thinking:

“No matter how educated, talented, rich, or cool you believe you are, how you treat people ultimately tells all. Integrity is everything.”

With the rise of digital channels, integrity has never been so important to brands, especially as consumers seem to be in control. Two recent examples that have really stood out for me, not necessarily about how brands treat their consumers but how brands are reacting to environmental problems, or even donating to Charities.

Firstly, what a campaign “iFreeze, iSave” is by Birds Eye. Having found out that 1.9million tonnes of food is wasted, Birds Eye have invested £2million to encourage consumers to “waste less, save more”. Not only is the message a powerful one from a leading brand, but the execution is fantastic. What a clever way to embrace brand touchpoints by resurrecting an ice billboard filled with money.

Secondly, it was great to hear that Asda are donating money taken from parking penalties of consumers that misuse the disabled spaces, and donating it to Motability. Over the past year Asda have collected over £68,400. For me this is a great move for Asda. As everyone is talking about the rise of Lidl and Aldi, what a better way to deflect the fact that the top supermarkets are losing market share, and highlight that the top supermarkets, Asda in particular, are actually giving something back to the community. The people’s supermarket.

I leave you with the question, how far will brands go to gain trust? Is this the way forward?

 

Rory Stewart-Richardson

22.04.15