Confessions of a brand marketer: ‘The more willing you are to take a stand, the faster you’ll gain a loyal following’

If 2024 is the year of the brand, then authenticity is the driving factor that separates the companies that will struggle from those that will succeed.

After years of brands driving reliable revenue through performance marketing across digital media, a laundry list of factors has inspired company leaders to rethink their marketing strategies. This includes rising customer acquisition costs, a contracting publisher landscape, rapidly shifting social media algorithms and the death of the cookie. 

Investing in brand marketing in the hopes of driving organic growth and sales, and maybe even going viral, has become a top priority for brands. But how can a company stand out in a saturated market without paying for views? What roles must they fill internally to sustain organic growth? If authenticity is the goal, what is the best practice for approaching social media’s increasingly polarizing topics? And do all brands really need to be on TikTok?

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