Talk is Cheap: Branding with Substance



Talk is Cheap: Branding with Substance

These days, the global internet sphere is dominated by conversations around greater social awareness. But while brands are riding this wave of consciousness to chip in and engage with the new generation, talk alone is cheap. What people want is real substance – action and accountability. To really stand out, brands must be ready to walk the talk – that is, to realise that businesses have the power to make a difference and to deliver this authentically.

For example, amidst the COVID-19 pandemic, Coca Cola went beyond running billboard videos with the hashtag #ClapBecauseWeCare in appreciation of healthcare workers – they decided to pause all commercial advertising to channel those funds to relief organisations. Even after ending their hiatus recently, Coca Cola’s latest campaign ‘Open Like Never Before’ champions a better normal by supporting small local hospitality businesses, donating millions of pounds worth of media budget and advertising support to help get them back on their feet. This lends substance to their claim as a company that not only cares, but wants to make a difference through positive action.

The same principles can apply at a smaller scale. For some other causes such as addressing racism or sexual harassment, it can be about putting in measures for systemic change – policies, support, investment, goals and progress tracking that can be communicated and followed-through as a commitment from the organisation.

As they say, actions speak louder than words. In the end, it’s not about how big you go, but what you can genuinely do and contribute as a company. The magic is in finding that sweet spot where this can be aligned with your brand narrative – and doing it creatively so that it gets the attention it deserves. We can help you get there.