This interview was updated on August 12, 2021.
I think the big thing comes down to authenticity. I think any brand content that is created needs to feel like it’s authentic.
Momentum Worldwide is a global experiential advertising agency that helps brands imagine, create and curate the total brand experience. They integrate sponsorships, shoppers, design, technology, social, promotions, PR, digital entertainment and more to expose consumers to brands in innovative and entertaining ways. Some of their most notable clients include Coca-Cola, SAP, and Microsoft.
In our latest episode of Velocitize Talks, we sit down with Alistair Bryan, UK Chief Operating Officer of Momentum Worldwide, to talk about how to humanize your brand, the importance of authenticity and Generation Z.
Making Brands Human (1:03)
Understanding the consumer and interactions that need to happen around a particular experience is absolutely fundamental.
Technology has allowed the brand experience to be amplified further than ever. It gives companies the opportunity to connect in more personable ways through innovative digital experiences. In an era when a brand’s purpose is more valuable than ever, is technology the vehicle that will deliver the human experience we crave?
Customer First, Always (4:00)
It’s not technology for technology’s sake. It needs to enhance the experience to actually be brand relevant as well.
Today, small startups to huge corporations have access to cutting edge technology. To a large extent, this commoditization of technology has leveled the business playing field, but companies of all sizes should make sure that the allure of advancement does not overshadow the customer experience. The key is finding technology that aligns with company goals and initiatives.
Keeping Content Authentic (6:04)
I think if they are authentic and they are creating things that are needed by consumers, and relevant and interesting, that is when they get traction.
As branded content saturates the media landscape, authenticity will be the defining factor for brands. It’s easy for brands to fall into what Bryan calls a “dad at the disco” moment that alienates consumers instead of attracting them. Content should not only feel authentic but truly be authentic.
Branding for Gen Z (7:19)
It all needs to feel emotive. I think that is the starting point. We have to question, how do we change people’s perceptions or their emotions about a particular brand.
Gen Z consumes content in different ways than the generations before them. Now, young adults and children primarily use digital for entertainment. With that in mind, brands can and should produce entertaining content to effectively share their brand message.
Taking people on a journey of different experiences is brilliant. [Virtual Reality] isn’t only escapism, it’s actually going to be about telling a really compelling story.
In this evolving digital landscape, developments in mixed reality will allow for an entirely new immersive way to tell stories. Momentum Worldwide has already implemented mixed reality campaigns for some of their clientele and, with advancements on the horizon, the experiences they provide will revolutionize storytelling.