Listen Up: Keep It Authentic by Extending Brand Suitability Measures to Music
May 16, 2023
By Darryl Ballantyne
With consumer sentiment shifting from mindless consumerism to mindful consumption, brand authenticity is everything. A recent study from Asendia found that 59 percent of consumers shop exclusively for retail brands that they view as “authentic,” meaning that the brand is “faithful to itself, its customers, and to the wider world.”
When a brand’s values significantly influence consumer buying decisions, it’s critical to have that brand voice pull through in marketing assets; all elements in ad creative should be carefully considered in campaign development. But there is one element that is still often overlooked when it comes to brand authenticity and brand suitability: music lyrics. And sometimes, embracing authenticity might mean leaning into “edgy” or controversial territory.
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Courtesy of Association of National Advertisers