TL;DR No brand can appeal to everyone — and trying to is both unrealistic and inauthentic. The brands that build lasting loyalty are the ones willing to commit to their values, find their people, and keep going even when it costs them.
How do we measure a season of change?
I recently moved to Brooklyn from Manhattan.
After living in Manhattan most of my adult life, this was a pretty big transition for me. Mentally, physically, emotionally — in all the ways.
So many transitions are coalescing at once. The transition of seasons. Of quarters. And the upcoming transition of power in the U.S.
As a result, I’ve been thinking a lot about change. Adaptation. How we do it. How brands do it. And what makes us resilient in the face of it.
I’ve found that focusing on a balance of community building and solitary reflection has been a wonderful salve. Divisiveness only serves to wear down my resilience more rapidly.
How do we find the communities — and in the brand strategy world, consumers who will be truly connected to and inspired by what we have to offer?
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consumers stop buying from brands that take a stand*
On the flip side, that means most people support — and even expect — brands to take a stand.
Just like individuals, no brand, product, or service can appeal to everyone. It’s just not realistic. Or authentic.
But it can be hard to knowingly alienate people. It takes courage and a willingness to commit.
When a brand takes a stand opposite to a consumer’s views
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stopped visitng or purchasing*
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kept interacting as normal*
What if it’s worth the risk? What does that look like?
My last newsletter centered on relationships and my approach to integrity-first brand strategy, which I’m always pressure testing and exploring. Consistency is an integral part as well.
Build relationships + through relevance = to inspire action
Wins come with consistent commitment.
Develop your brand values. Commit to staying aligned. Prepare for backlash. Find your people. And keep going.
Brand loyalty is earned. Not bought.
I love 🩷 Brooklyn by the way. 10/10 would recommend.
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Thanks for reading! I hope you find some joy today.
*Divided We Brand: Understanding the impact of political polarization on consumer behavior and brand strategy. [White paper]. Lab42 Market Research. June 2024.