February 7, 2019
56 | Why brands to be relevant need to take a stand – with Professor Henry Navarro
Why you’ve got to listen to this episode:
Consumers can no longer be properly targeted based on income or social-economic levels alone. Nowadays, to reach the right audience for your brand you need to speak to their lifestyle and that includes what their values are and what they believe in.
This can be a scary proposition for brands as it inevitably means that by appealing to one group, you’ll distance another.
In this episode, I speak with Professor Henry Navarro from Ryerson University about how brands can appeal to their audience by being intentional in everything they do and say.
Who can benefit from listening in:
In this highly polarized world, consumers want to know who they are doing business with. They want to know who to trust. Trying to appeal to everyone is no longer a viable position for any brand that wants to build trust and confidence.
Brands sell stories, stories we want to be part of; stories of better versions of ourselves. Nowadays, it’s never been more important to know which story you’re selling.
In this episode, I explore this topic with Professor Henry Navarro and discuss how brands can be true to their values and attract the right audience in the process.
Key takeaways from this episode:
- Individuals have more and more power to pressure and affect brands.
- Brands now have a responsibility to not only address current needs but to reflect who we want to become as a society.
- In the current social atmosphere, to be relevant you need to pick a side.
- Fashion’s Potential to Influence Politics and Culture
- Black Panther: Honoring the Legacy of Black Style
- Joyous Resistance through Costume and Dance in Carnival
Site-Specific Fashion Projects
- The Junction Collection, Haines Junction, Yukon, 2018
- Ahola (Aloha backwards), Honolulu, Hawaii, 2015
- Project Havanidad, Havana, Cuba, 2014
- Femme Universalis, Toronto, 2014
- Grey Cincinnati, Cincinnati, Ohio, 2012
- SituOzuOne, Monteleone Sabina, Italy, 2010
- Ahola (aloha backwards): social practice fashion Honolulu style
- Fashion as public art: Strengthening communities through site-specific fashion projects
- A Dilemma with Height: A Critical Review of Body Image and Clothing Choice for Men of Shorter Stature
Links to resources mentioned in this episode
- Professor Henry Navarro
- 7 Heads & Half
- Sastro Circle
- Alberta Podcast Network
- ATB Financial
- Shaw Business
Thanks for listening
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