The power of daring in the digital age

"Audacity has genius, power, magic," wrote Goethe. In an increasingly competitive market, brands are seeking to stand out and stand out in the minds of consumers. The ability of a brand to dare is a determining factor to lead this challenge every day. Being bold means being visionary, being innovative and taking risks.

Digital has become essential for brands.

A factor that has changed the lives of brands: the social networks where consumers find themselves. There are more or almost no more partitions between them and the marks. In addition, inter-public conversations are developing and growing. Digital is a place of influence that is part of 100% of our way of life. It is a place of speech to reinvent itself and make its mark. The canvas is a powerful instrument of visibility.

Brands are challenged to shake up the ideas, stereotypes and display their biases. The challenge lies in the relevance of the content we want to communicate ... and the visuals. Indeed, an image attracts more than just a text. An image associated with content engages at click. 80% of the information retained is visual and 70% of consumers feel closer to the brands that communicate with visual content (marcomstratup source).

To win the support of consumers on social networks, it is necessary to mix the right ingredients: federate, take away, make sense, a touch of humor and create the effect of surprise. We must also understand who we are talking to, the universe of reference. We do not break codes if we do not know them.

Boldness is one of the recipes of success

Today, consumers like brands, but are wary of them. We must find in this paradox a path that exposes the brand, but has it explained by others (employees, customers, influencers for example).

It is therefore vital to involve all those who have influence on the web to trigger this famous viral word of mouth which remains the first source of information before any purchase decision. The real challenge for brands is to identify new influencers or ambassadors who are very popular with brands. Their testimonials and opinions seem more authentic and more credible than the brand's speech.

Social networks have given birth to a new generation of spokespersons in search of creativity and excellence and above all daring.

In a society where the brain is overstretched, why talk about one brand and not another? What makes a brand join is its philosophy, state of mind, environment, creativity, quality of service, etc.

These new opinion leaders of the web (Twittos, Youtubers, Instagramers or Periscopers) are pushing the brands to review their approaches and their way of speaking to their audiences. They are powerful relays that share and capture the heart, attention and emotion of the target audience.

Communication is more direct and more targeted. The uses, behaviors and codes of Internet users and e-consumers have changed: many now fully master the power of the web.

The ambassador is an increasingly popular spokesperson because he spontaneously promotes a product or company. However, we trust more the person who shares than the source.

Brands that stand out are often authentic, different, have things to tell and are concrete. They inspire confidence and speak true.

Different forms of daring :

Creative daring: it's out of aesthetic clichés. In short, be "out of the box"

The audacity of courage: it is daring to break free from codes, stereotypes and agreed ideas

Collective daring: it is to show intelligence together

Human daring: it is supporting or mobilizing for a cause

In the digital era, brands adopting these forms of daring come out of the game!

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