Consumers are on to marketers and they are becoming more and more distrustful. Seems as if we all have flaws, and with social media, it’s almost impossible to hide them. But consumers don’t expect brands to be perfect, so why not open up about the flaws? It could pay off.
It did for Domino’s with their “brutally honest” campaign, which came on the heels of a disastrous 2009 YouTube video that surfaced, depicting employees doing disgusting things with the pizza that prompted an apology by the company’s CEO. Last year instead of shying away from social media, Domino’s began a new Domino’s Tracker campaign that included running an electronic ticker in Times Square displaying in real-time what consumers really thought of the brand. The campaign was a hit! In the first quarter of the campaign, Domino’s increased sales by double digits.
According to the Trendwatching.com April report, Flawsome is the way to be!
FLAWSOME definition: brands that are still brilliant despite having flaws; even being flawed (and being open about it) can be awesome. Brands that show some empathy, generosity, humility, flexibility, maturity, humor, and (dare we say it) some character and humanity.
Trendwatching.com explains there two key drivers are fueling the FLAWSOME trend:
- 1. HUMAN BRANDS: Everything from disgust at business to the influence of online culture (with its honesty and immediacy), is driving consumers away from bland, boring brands in favor of brands with some personality.
- 2. TRANSPARENCY TRIUMPH: Consumers are benefiting from almost total and utter transparency (and thus are finding out about flaws anyway), as a result of the torrent of readily available reviews, leaks and ratings.
Consumers don’t trust “perfect people” — they consider them fake and have no connection with them (nor do they want one). Maybe brands should act more like humans (well, the humans we like). And the same rings true for transparency. Brand flaws, negative tweets, and scathing blogs are going to be out there…why not embrace them? Most consumers respond positively to brands that address their concerns. Nobody’s perfect…we forgive you. It’s OK to be Flawsome!
Check out the full trend briefing here: http://trendwatching.com/briefing/