It’s that feeling of being both impressed and skeptical that has become the hallmark of modern marketing. In a world where brand promises are often made with all the charm of a snake oil salesman, it begs the question: how much of what brands claim is actually true?
You know those moments when you're unable to sleep, so you’re up watching late-night TV, and a brand pops on with an offer that seems too good to be true? Maybe it's a brand you’ve always trusted, known for its high-quality products, but the offer is so unbelievable that you stop and ask yourself, "Wait, is this real?" You’ve been burned before, right? Unsure, just wade through the salad shooters, egg shellers, and miracle weight loss shoes filling the closets and cabinets of your life. However, the ad promises "exclusive" savings, or that the latest product will totally change your life, and yet you wonder—how many times have you heard these same promises from a brand only to find that, once you’ve bought in, things aren’t quite as rosy as advertised? And as for a major life change brought about by a tube of cream that promises to de-age you twenty years in ten applications, I mean, yes, that’s a life changer, but do you have the wardrobe for that? Still, the brand calls, and you’re weak and tired, and something, some feeling, is making you get online and hover over the order now CTA.
It’s that feeling of being both impressed and skeptical that has become the hallmark of modern marketing. In a world where brand promises are often made with all the charm of a snake oil salesman, it begs the question: how much of what brands claim is actually true? And more importantly, what does it take for a brand to truly build trust through their actions, not just their words?
Snake oil salesman is actually a perfect metaphor here, because at one time, snake oil was a real thing, and it worked. When the Chinese came to this country and they worked in hellish conditions on the railroads, they would finish their days tired, swollen, and in pain. Luckily, they had with them a remedy from home, the oil of the Chinese water snake. The Chinese water snake oil was believed to be effective against inflammation due to its high concentration of omega-3 fatty acids, specifically eicosapentaenoic acid (EPA). EPA, one of the most readily used omega-3 fatty acids by the body, has been shown to reduce inflammation. So, snake oil was good, the trouble is the oil that was so good came from the Chinese water snake, which didn’t exist in the U.S., so some sharp but unscrupulous folks just grabbed any snakes, usually a rattle snake and passed the oil from that off as having the same properties of the Chinese water snake. This oil did nothing, and people learned the hard way that the snake oil brand was a con It was a brand that didn’t deliver. And that, unfortunately, is the legacy many brands today risk following—promises that sound too good to be true and actions that fall flat when you’re left standing with the ‘miracle’ product in your hand.
The Power of Brand Behavior
In today’s world, brand behavior is the new black. Gone are the days when a well-crafted ad campaign or a slick logo could seal the deal. People aren’t just buying products anymore—they’re buying into what the brand does. We don’t want to feel like we’re just another sale in a brand’s target market; we want to feel like the brand cares about us, like they’re acting with purpose, not just making a profit.
Take Patagonia, for example. It’s not just about outdoor gear—it’s about their commitment to protecting the environment. When they ran their infamous "Don't Buy This Jacket" campaign, it wasn’t a sales tactic; it was a call to action, a reminder that sustainable choices matter. Patagonia’s behavior here wasn’t about clever copywriting—it was about living their values, and customers took notice. This behavior aligned perfectly with their brand promise of sustainability. It wasn’t just talk, it was action.
Did you just say Patagonia? Oh, good heavens, I can hear the jackals slamming their keyboards now.
Yes, yes, I know, I know—There he goes again, singing the praises of Patagonia, setting them up as the go-to example of "doing it right," and at this point, we might be tempted to call them the "default brand hero" in any discussion about ethical behavior. It's like when people always mention Apple as the example of "good tech design"—it gets to the point where we’re almost tired of hearing it. But here's the thing: they deserve the praise. Patagonia genuinely walks the walk, so we keep going back to them. It’s like using a winning formula in a recipe—you can’t help but use it because it works.
But then there’s the flip side. Think about the greenwashing phenomenon. Brands jumping on the sustainability bandwagon without making any real changes. There’s the occasional brand that throws a few recycled materials into their products and slaps on a "green" label, hoping consumers won’t notice that their manufacturing process is still as harmful to the planet as ever. You’ve seen this, right? A company boasts about being eco-friendly, yet their packaging is still made of plastic, and their supply chain is about as transparent as a foggy mirror.
Here’s where it gets interesting—and a little funny. Some brands act like they have all the right moves, but it’s clear they’re just following the trends without actually getting it. They might slap a hashtag on their products, like #Sustainability or #EthicalFashion, but if you dig a little deeper, you realize they’ve outsourced their production to factories with questionable labor practices. It’s like showing up to a fancy dinner in a tuxedo while still wearing flip-flops. Nice try, but we can see right through it.
The point is, brands that are consistent with their behavior—and not just their words—are the ones that earn trust. Consumers are savvy, and while they may buy a product based on an ad or a catchy jingle, it’s the brand’s behavior that will keep them coming back. A company that delivers on its promises and acts with integrity will always have a loyal following, even when the competition starts getting desperate with their gimmicks.
Transparency and Authenticity – Not Just Buzzwords
In the age of information overload, consumers are no longer content with a brand simply saying the right things. They want transparency. They want authenticity. And—let’s be honest—they want it all without having to dive too deep into the fine print or watch a YouTube documentary on a brand’s supply chain.
Take Ben & Jerry’s as an example. Currently, they don’t have a Patagonia-flavored ice cream, but we're working on it. Ben & Jerry’s does a great job of tying their products to social causes, like advocating for climate change awareness or racial justice. They do more than just slap a catchy hashtag on a pint of ice cream—they back it up with consistent actions, whether it’s advocating for policy changes or addressing issues head-on with their messaging. It’s not just about getting “likes” on social media—it’s about putting their money where their mouth is.
But let's talk about the other side of the coin: the brands that wear a "sustainable" or "ethical" badge without having anything to back it up. You know the ones—putting out an eco-friendly product line just in time for Earth Day, only for the next campaign to roll out with a "Buy 1 Get 1 Free" plastic water bottle sale. It’s the marketing equivalent of showing up to a vegan potluck with a platter of fried chicken. We see you, and we know what you're doing.
Here’s the problem: consumers today are more educated, more connected, and more vocal. They don’t just take a brand’s word for it—they investigate. There’s no getting away with it anymore. If your actions don’t align with your messaging, people will notice. They’ll call you out on it. And once that trust is broken, it’s almost impossible to regain.
This doesn’t mean every brand has to be perfect, far from it. Transparency doesn’t mean flawless—it means owning up to mistakes and learning from them. A brand that can admit, “Hey, we got this wrong, but here’s how we’re going to fix it,” is far more trustworthy than a brand that pretends nothing ever goes wrong. Authenticity, in essence, is about being human, not just perfect.
The Role of Consistency and Accountability
Here’s the thing—people love consistency. In a world full of distractions and ever-shifting trends, we crave stability. When it comes to brands, consistency isn’t just about sticking to the same logo or color palette—it’s about sticking to the promises they make. If a brand consistently delivers on its values, its product, and its messaging, people begin to trust that brand. It's the difference between a friend who always shows up when they say they will and the one who leaves you hanging at the last minute.
Take a brand like Apple. Now, don’t roll your eyes just yet—I promise this is the last Apple mention (for now). Apple isn’t perfect, but one thing they’ve nailed is consistency. Their products consistently offer an intuitive, user-friendly experience, and their marketing has always stayed on point with their core message: simplicity and innovation. People know what they’re getting with Apple. It's reliable, it works, and for the most part, it lives up to the hype.
But let’s flip this coin. What happens when brands fail to be consistent? Take a look at a major company that has faced an accountability crisis: a certain social media platform. You know the one—the one that promises privacy but seems to have an uncanny ability to leak personal data to third parties. Or maybe they push one thing, like transparency in algorithms, only to constantly change the rules without explaining why. With each inconsistency, trust erodes. You can almost feel the collective eye-roll every time they announce a "new feature" that makes things even more confusing.
It’s easy for brands to put out shiny ads and grandiose promises. But what keeps customers around, what turns them into loyal advocates, is whether the company can walk the walk day in and day out. Being held accountable for your promises is a major part of that. Brands that slip up but admit it, or better yet, actively work to fix it, build a bond with their customers that goes beyond transactions. Accountability isn’t just about saying, "Oops, we messed up," it’s about showing through action that you’re committed to doing better.
The Future of Brand Behavior
So, we’ve talked about how brands need to behave right now, but what about the future? What will the masses want from brands as we move further into this digital age, where everything feels just a little bit more... transparent? Here’s the thing: brands that don’t evolve, adapt, and stay ahead of the curve will be left behind faster than you can say “hashtag influencer.”
The future of branding is going to be defined by something simple: social responsibility. Consumers are going to demand more than just good products; they’ll want brands that align with their values, that stand for something bigger than just their bottom line. It’s not enough to have a great product anymore; people are looking for brands that care about people, the planet, and the greater good.
Look at the rise of sustainability. Whether it’s the fashion industry, food brands, or even tech companies, sustainability has become a non-negotiable for consumers. It’s no longer a “nice to have”; it’s a “must-have.” Brands that don’t take this seriously will face a backlash, and the result will be very real consequences. People are willing to vote with their wallets, and they’re no longer afraid to call out brands that don’t follow through on their green promises.
But it’s not just about the environment—it’s about inclusivity and authenticity. Consumers want to see themselves reflected in the brands they support. They want to see diversity in their marketing, in their leadership teams, and in their products. Brands that don’t prioritize this risk alienating a growing consumer base that demands inclusion, equity, and fairness in all forms.
Let’s be honest here: the days of brands just pushing a product and hoping for the best are over. People expect brands to stand for something, to take a position, and to act with integrity. They want companies to be accountable not just for their products, but for their impact on the world around them. This is where the future of branding is headed: a true connection between a brand’s behavior and its broader societal impact.
Now, does that mean every brand will pull it off perfectly? Probably not. There will still be some that try and fail, that make mistakes along the way. But that’s where the real opportunity lies for brands that get it right: the chance to build real, lasting relationships with their consumers. To show them that they’re not just another brand—they’re a partner in the greater good.
Summing Up
So, what do the masses want in marketing and branding? It's simple, really: they want brands to walk the walk, not just talk the talk. They want transparency, authenticity, and behavior that aligns with their promises. They want consistency in what a brand stands for, and they want accountability when things go wrong. And they want it all without having to read between the lines or dig too deep.
The key takeaway here is that modern consumers are more aware, more connected, and more vocal than ever. Brands can no longer hide behind slick marketing campaigns or flashy logos—they must prove their worth through their actions. If brands want to build trust and lasting relationships with their customers, they need to do more than sell a product. They need to show up with purpose, stay true to their values, and deliver on their promises.
It’s not about being perfect—it’s about being genuine. And that’s what the masses want from branding today.
So, where do you think brands will be in five years—will they rise to the challenge or get left behind?
