Module 2: Amplifying Authentic Engagement Through Influence Unit 3: Authentic Attributes of Thought Leaders
mega-influencer counterparts need no introductions based on their highly skilled endorsements of 52 and 227, respectively. Emblematic of Audience Values Numerous studies have found that a brand’s evidence of shared values goes a long way toward building trust. • 64% of consumers stated the main reason they have a trusted relationship with a company is because of shared values (Harvard Business Review). • 77% of consumers buy from brands who share the same values as they do (Havas Group). • Shared values are 3-5X more important in building trust than demonstrating competence (Journal of Rural Sociology). Shared values in this context means (1) showing what you stand for, (2) espousing a life-style, and (3) connecting based on similar views. But to be emblematic of audience values, brands must demonstrate how they walk the talk in their espoused values. Many brands as of late have jumped on the bandwagon of sustainability and social responsibility with nothing in their core value propositions or history of community involvement to back their commitment. Recent examples of Bud Light’s and Target’s fiasco’s resulted in $27B and $10B market value losses, respectively, as loyal patrons felt blindsided by popular ESG initiatives pressuring their once revered brands into adopting controversial values for the first time. It was not just a matter of endorsing values opposed by much of their audiences, the incidents cast a dark shadow on the perceived authenticity of both brands.
Successful brands ingrain their beliefs and advocacies in almost everything they do. Many could easily recite the core values of Apple, Chipotle, Dove, Starbucks, and Red Bull based on what they actively practice in their CSR initiatives and messaging.
The Case of Ree Drummond
Instagram sensation, Ree Drummond, represents a great example of shared values that transformed once silver-spoon debutant into the world famous Pioneer Woman . Some faithful followers credit their affinity to the country lifestyle values she espouses as evidenced by marrying a cowboy. Check out this video on the power of shared values that drove her success.
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