Scott Wakeman: On Branding, Visibility, and Post-COVID Branding
As a freelancer, I balance a lot of creative work and strategy. When I got the chance to meet Scott Wakeman, The Executive VP of Operations at Edible Arrangements, I was really excited to be able to talk to someone with 20 years of brand management experience.
Scott Wakeman, pictured left, Edible Brands
People often underestimate the power of branding and messaging, so I wanted to ask a seasoned pro some questions I’ve had about branding. You can read the interview below.
Scott Wakeman: On Branding, Visibility, and Post-COVID Branding
Scott Wakeman @ the Kentucky Derby w/ Debra Messing
Matt: Brands have changed their messages in the last few years. What are the signs of a brand that’s keeping up with the times?
While it’s important for brands to seem contemporary, it’s equally important for them not to stray from their core equities. Too often, you see positionings, advertising campaigns, packaging, etc. change prematurely. Often, it’s simply because there’s new people running the brand who want to make their mark or there’s a feeling that the brand needs to be refreshed. But generally, the people managing the brand become tired of these elements long before consumers do … and the only way to really establish and own a positioning is to build it over time.
Matt: Culture around certain brands has shifted since the last generation. 33% of individuals say they’d switch brands after a single bad interaction. How do you see the nature of “the customer is always right” changing in through the next decade?
Consumers have so much more access to information today. Online reviews have become a really powerful factor in the purchase decision process. Brands today and in the future will need to be increasingly mindful of managing their reputation across all their social touchpoints. And they need to invest in the necessary resources to reach out to consumers who have had a bad experience on a one to one basis and make things right.
Matt: As criticism of economic policy, worker’s rights, and income inequality are being publicized on social media and in the news, how do you think brands should position themselves to avoid being the target of public criticism? What are some things you think brands should be aware of?
Being a good corporate citizen is more important now than it ever has been. Especially with younger consumers, it’s an integral part of the way they assess brands. And that is obviously about doing the right thing – but it’s also about authenticity. If a brand or corporation makes a mistake, they need to own it and promise to do better. If they are lacking in a certain area but have a plan to improve, be transparent about that. The worst thing a brand or company can do is misrepresent themselves or make a knee jerk reaction to try to over-compensate for a deficiency. Consumers will recognize an inauthentic response from a mile away.
Scott Wakeman, Executive VP of Operations at Edible Arrangements
Matt: As we get into the next phase of internet culture, do you think it’s become easier or more difficult to start a new brand online in 2021?
I think it’s much easier to start a brand but potentially harder to stand out. The internet continues to democratize everything from business to media to music. But with the proliferation of new brands vying for eyeballs, it’s even more important that brands have a differentiating proposition to break-through that clutter.
Matt: Do you think that, with COVID, the shift to work-from-home culture will bring about a massive economic shift? How should brands be adapting?
To a degree, I think the pendulum will swing back towards where it was before - but nowhere close to where we were pre-Covid. The pandemic definitely accelerated already existing consumer trends towards things like e-commerce. And many companies are now asking themselves why they need to be paying top dollar for commercial leases when they just proved that they could run their businesses remotely and still function at probably 90% efficiency.
If you’re running a small business, how are you differentiating your brand? Are you relating to your customers? Sound off in the comments below.