When the Best Intentions Become a Cliche

Earlier this week, a colleague shared this video ??on LinkedIn, a compilation of the ads brands released to show customers how much they care.

I started watching it thinking the headline couldn't possibly be true.

I mean, brands that were adjusting their marketing messages and trying to express some sympathy, Shouldn't we cut them some slack?

And yet, as the video progressed, the similarities in tone and language were offputting at best and almost eerie in their similarity. As if they were written by a bot.

Now, I know the companies' hearts were in the right places. And I applaud them for their intentions.

But the experience of watching all those clips side by side seemed like a case study in how to turn empathy into cliche.

And no one wants that.

These Days, Everyone's a Caregiver

If you're read about brand archetypes, you'll know they're based on twelve generic characters adapted from psychiatrist Karl Jung's research into the collective unconscious.

When applied to business, the archetypes become easily recognizable signals for a brand's voice and personality. Examples include the hero, who swoops in to save the day, the jester who makes people laugh, the sage who's reflective and wise, etc.

Then there's the caregiver, who's always there for us, watching out for us, worrying...

Some brands, like environmental NGOs, have the caregiver built into their essence. And that makes sense.

But when other companies, whose voices may clash with the caregiver persona, try to adopt it as their own, they may come across as inauthentic.

Because we perceive them to be trying a bit too hard.

A better approach in these all-bets-are-off times might be to build on your own brand character and voice, possibly tone it down a notch, put your audiences first, and share real customer and employee stories that show—not tell—how your organization is trying to help.

Have a look at the video and let me know what you think in the comments below.

What About Consumer Tech?

I have to say some of the tech brands have really stepped recently and are showing their better selves. From Google and Apple collaborating, to the way the social platforms have redoubled their efforts to battle false news.

But how will the landscape change the products and apps we use every day?

Each January, the tech industry descends on Las Vegas for the annual Consumer Electronics Show (CES) where companies preview or unveil the latest new gadgets and more than a few stinkers.

CES 2020 is the subject of this week's Digital Marketing Trends Video.

And if you look at the products we mention, including human-like avatars for customer service, facemasks that filter the air, and a more touchless airport check-in experience, it's not hard to imagine how they could fit even more easily into the reality we live in today.

That wasn't something I considered when I recorded the video earlier this year.

I guess the point is, even if we have all the research and data to guide us, the future is always a big question mark. And as we plan for it, we should imagine various other scenarios and develop a strategy on how to adapt.

Here's a link.

Connect with Martin

And that's a wrap for edition four.

Thank you for reading it and spending some of your time.

Let me know if you have any questions about any of the videos in Digital Marketing Trends, or my other LinkedIn Learning courses.

And please connect with me on LinkedIn, Twitter, or follow the #LiLDigTrends hashtag.

We're always happy when you comment, post a review or share the course.

And if you have any ideas for future topics, be sure to send them my way.

Stay safe!