Updated: Jul 15, 2021
Today's social media platforms are more progressive than ever. Likewise, brand marketing and advertising have significantly changed. Ruthless though it may seem, your audience and consumers have the right to know how your businesses run.
In this episode, Dan Granger discusses how companies are now keen to prevent controversies and protect their reputation. He believes that this is a result of polarization and political differences. In this case, he emphasizes the importance of showing all sides of the story.
Without proper journalism, Dan also thinks that institutions will collapse. He did not want to be a part of this, so he launched an agency to help business owners establish brand safety. For instance, businesses should align their values in providing sponsorship. Additionally, it is crucial for business owners to assess the belief system of their consumers in the media. If you are interested to know more about the role of social media in brand marketing and brand safety, this episode is for you.
Some powerful insights in this episode:
Learn how social media content can affect brand marketing.
Explore how companies tackle advertising controversies and problems.
Discover the services and resources that Dan’s agency offers to help its clients.
Dan’s project, Media Roundtable
Media Roundtable on Spotify
The Social Dilemma - Netflix
Dan Explains Modern Advertising
Dan says that the media asset you are buying is a human being making recommendations to an audience.
As businesses grow, there is an increase in accountability for advertisers in their expenses and supply chains.
Before, companies used to serve shareholders. Now, they shift towards stakeholder capitalism.
They now prioritize social good and make healthy profits to change the world.
Additionally, third parties can quickly request to cancel a relationship when they find something offensive in the content these companies make.
New Level of Accountability
Nobody wants to run advertisements that are adjacent to a controversial story.
Today, audiences have progressive values. Examples of these are people in podcasts.
Some big brands shy away from progressive advertising because they do not want to expose themselves to potential controversy.
Brand Marketing Controversies
If you’re a local business, you must measure how many customers you get from that advertisement. Usually, you would go to the AM dial because it is safe.
Some people will question your organization's values, while others do not want to spend their time explaining themselves to executives.
If the artist you are patronizing is doing something controversial, it becomes a problem.
Dan further discussed media fragmentation and how it changed the rules of advertising.
Tune in to know more about how businesses align themselves in platforms such as iTunes, Podcast, and Spotify.
The Media and the Marketplace
Dan talks about how he observed the worsening condition of the COVID-19 pandemic.
Brand marketing must adapt to the realities of social dilemma, the impact of polarization, and politics.
He realized that the role of the media could be destructive for the country and possibly unsustainable for some businesses.
And so, there is the emergence of keyword blocking.
People can also pressure brands they deemed problematic. They can harm business reputation in the marketplace.
How Dan Helps His Clients
The media roundtable helps clients by measuring content based on human judgment.
Journalism breeds accountability. But having biased media can only be worthless.
Dan wants his consumers to know if they are consuming opinions or news. He wants to present both sides of the story.
Further, Dan explained that when people do not trust institutions of journalism, it could have a staggering effect.
Dan does not want to see people getting junk news just because they cannot afford quality journalism.
Launching Media Roundtable
Dan shared how this platform is where they test their ideas to make a change.
Consulting with other journalism experts helped them see what good journalism looks like.
In talking about brand safety and cancel culture, he thinks that a lot of what’s missing is due process.
They help clients to deal with these problems by providing resources and advice.
Dan’s advice for these companies is not to make any big and complex decisions.
Solving a Controversy Problem
Sometimes, you need to terminate the relationship temporarily.
On the other hand, you might also need more information about the controversy.
Regardless, the media has the significant advantage of rating reliability and possibly adhering to political bias.
The values of any media you sponsor must be aligned to those of your business.
Dan emphasized how their resources are free. He does not want to be part of the problem. If you want to know more about Dan’s agency, listen to the full episode.
Changing the Incentive Structure
Dan believes that in creating a profitable business, you must do good with your audience.
He explains how Facebook contributed to policy and government change.
Dan also emphasized that aligning business interests at the core of this problem will result in the most good in society.
Raising the Awareness Level of the People
Dan believes that people are getting fed up with polarization, which has caused pain and made people more thoughtful.
There needs to be a big moment or cultural event that will eventually spread to see change.
Social isolation during the pandemic has resulted in different versions of the truth. There is a lot of opportunity for polarization and misinformation.
Dan wants people to understand that it is not necessarily made-up facts that may persuade you, but intellectually dishonest ways.
However, Dan reiterates how people are starting to become more conscious about this phenomenon.
5 Powerful Quotes
“We're seeing a shift in business today towards stakeholder capitalism. . . It used to be about serving the needs of shareholders. We're gonna mix that up, we're gonna actually make this about stakeholders.”
“But the things that get the most customer activations, as I've learned over time, are oftentimes the most polarizing personalities. And sometimes, they're playing things up a little bit.”
“I wanted to just have an open perspective and I wanted to really hear the arguments from either side, and you know, there's a lot of people in America who believe that it's us versus them, who believe that we're the good guys. The other guys are the bad guys. And if we don't defeat them, they're going to defeat us.”
“But when you've got media that is fragmented, but along party lines, and there's blue media and there's red media, and you can only promote accountability on one side of the aisle, you really don't have accountability at all, it's kind of worthless.”
“We don't expect that everybody's going to wake up and tune out of their favorite Cable News Network simply because it's bad for them. So what we're going to do is, we're going to bribe people. We're going to bait the hook with money. . . And so we're changing the incentive structure.”
Dan Granger is the CEO and founder of ad agency Oxford Road. It is an ad agency specializing in media placement on radio and television. His company also focuses on other media platforms such as Podcasts and Youtube. Dan works to offer the best class analytics support for media networks.
In 2003, Dan graduated from Biola University. He developed a strong background in advertising, brand marketing, and social media marketing. Dan also worked as an account executive for Clear Channel Radio for some time. While working, he focuses on celebrity endorsements, business development, and campaign management. Additionally, he also served as a researcher at Greystone Television.
Recently, Dan launched Media Roundtable, a movement dedicated to dismantling polarization. Here, Dan discusses brands, media figures, and other personalities. His mission is to restore the public truth. This new project offers a non-partisan approach in discussions. Dan believes that shaming is unnecessary in their introspection.
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