How brands succeed with storytelling over messaging

The Current Report

More and more, brands are under pressure to figure out if they should attach to cultural or social issues, or stay out of those issues all together.

Some of that pressure comes from consumers themselves. A recent survey from sustainability consultant BSR and Morning Consult found that U.S. consumers are four times more likely to say companies need to do more to promote social justice.

There are examples of brands successfully leaning into so called 'corporate social responsibility', but also examples that resulted in backlash, like Bud Light’s campaign from last year.

Ben Grossman, CEO of the ad agency Doner, says it all comes down to a brand being in sync with the culture in an authentic way. With many of Doner biggest campaigns being mission driven…he’s got a lot of credibility.

On this week’s episode, Grossman explained why it’s all about a brand connecting with a story and not just a message.

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To read the full stories included in this episode:

• New Research Reveals Strong Support for Social Justice by US Workers and Consumers, Challenging Business to Take Action: https://www.bsr.org/en/news/research-reveals-strong-support-for-social-justice-us-workers-consumers#:~:text=Washington%2C%20DC—October%201%2C,more%20to%20promote%20social%20justice

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The Current Report is our weekly news roundup of what’s happening in the world of digital media. We headline topical stories every edition — everything from connected TV to retail media networks to new initiatives around identity — offering our fresh take on why it's relevant for the marketing community. Subscribe: https://bit.ly/45HIaXH

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Each week, The Current gives you the most critical innovations in advertising that are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place: https://bit.ly/3SAM0wR