advice on how to build meaningful brands

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.

Journalism Articles

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Scholarly Articles

Links to resources mentioned in this episode



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