When it comes to social causes and movements, brands can\u2019t stand on the sidelines anymore as traditional calls to action are being upstaged by emotional connections. \u201cYou cannot not stand for nothing. By doing that, you\u2019re standing for something and something that won\u2019t resonate with your consumers,\u201d says Michael Kahn, Global Brand President at Digitas.<\/p>\n
One of the founders of the Digital Content NewFronts<\/a>, Digitas titled its own presentation this year The #Boycott NewFront. Afterward, in this interview with Beet.TV, Kahn makes the agency\u2019s case for brand involvement in issues to which consumers can relate.<\/p>\n \u201cRight now, everyone\u2019s taking sides in issues everyone has causes and beliefs and brands need to have them too,\u201d Kahn<\/a> explains. \u201cSo it\u2019s time to make that part of your agenda, part of your strategy and part of your curriculum.\u201d<\/p>\n It\u2019s the agency\u2019s role to set the table by imparting information and knowledge about the conversations that are always happening within a given brand\u2019s consumer set. \u201cUnderstand the interaction that their audience has out in the marketplace. And then sharing with them all the stories of brands that have taken stands, have a brand view and the positive outcomes.\u201d<\/p>\n Those outcomes aren\u2019t necessarily material in nature, for example sales and market share, according to Kahn.<\/p>\n \u201cI\u2019m talking about brand reputation, brand preference, loyalty, enthusiasm and love. You can tell them those stories and then work with them in an authentic way for them to identify what resonates for them, what they can stand for.\u201d<\/p>\n Asked about measuring performance, Kahn says it\u2019s always been about driving things at the point of conversion \u201cand now it\u2019s about driving things at the point of connection\u201d based on genuine, authentic brand identity.<\/p>\n \u201cSo I think it\u2019s changed now that performance can\u2019t be driven by just straight call to action. It\u2019s got to be created by an emotional connection and I think that\u2019s where an agency like Digitas<\/a> can jump in and help the clients we serve.\u201d<\/p>\n