In this episode of the Advertising Forum, Jeremy Bloom and AdTechGod engage with Louis Jones, CMO of the Brand Safety Institute, to explore the concept of brand purpose.
They discuss the importance of authenticity in branding, the challenges brands face in maintaining their purpose amidst the complexities of social media platforms, and the best practices for ensuring brand safety and reputation.
The conversation emphasizes the need for strategic planning, understanding suitable environments for brand messaging, and the necessity of investing resources to achieve meaningful brand purpose.
Takeaways:
Brand purpose requires a conscious decision from the brand.
Navigating social platforms demands a focus on authenticity.
Patience is crucial in maintaining brand purpose.
A flashlight approach helps in targeting brand messaging.
Understanding suitable environments is key to brand safety.
Investing in brand purpose can yield higher returns.
Content moderation policies can dilute brand values.
Brands must do their homework on media buying.
Real-time adjustments are necessary in fast-paced environments.
Collaboration within the organization is essential for clarity.
Chapters
00:00 Introduction to Brand Purpose
01:05 Navigating Brand Authenticity in Social Platforms
04:06 Challenges in Maintaining Brand Purpose
06:43 Balancing Media Buying with Authenticity
08:24 Best Practices for Brand Safety and Purpose
11:03 Protecting Brand Values in Content Moderation
