Embracing Brand Vulnerability with Margaret Rogers

On Brand with Nick Westergaard

“This is the moment that people will remember for a much longer time—the brands and how they react and how they help to create a mutually beneficial relationship is something that people will remember for the long term.” As a strategist, Margaret Rogers spends a lot of her time focusing on consumer behavior. That’s gotten even more challenging in the face of both COVID-19 and social unrest. But, as Margaret notes, people will remember what you as a brand do right now. We discussed all of this and more on this week’s show.

About Margaret Rogers

Margaret Rogers is a Vice President and Customer Experience Strategist at consulting firm Pariveda Solutions. She has over 20 years of experience in digital consulting services and a passion for coaching organizations through their digital transformation. Margaret appreciates the natural tension between business wants and customer needs. Using business, technical, and user-centered design methods, Margaret creates forward-thinking solutions to evolve and stretch current digital capabilities. Her experience spans across industries including non-profit, retail, media/telecomm, automotive, gaming, and manufacturing.

Episode Highlights

How has relating with customers changed in light of COVID-19? “Customers are scared. They’re thinking about survival. And when brands talk about only their survival (as businesses) it creates a shadow over their relationship.” Margaret outlined two key strategies for how brands can better connect with today’s customers during the first half of the podcast.

The power of brand vulnerability. We spent a lot of our time together talking about the impact of brand vulnerability. “It helps you as a consumer relate to a brand. It humanizes your brand.”

We’re at an inflection point for brands. “This is the moment that people will remember for a much longer time—the brands and how they react and how they help to create a mutually beneficial relationship is something that people will remember for the long term.”

Abundance and opportunity. In spite of today’s challenges, there’s still hope. “I know the world feels scarce. But there are opportunities. There’s abundance” for brands that do the work and lean into that vulnerability to connect with consumers.

What brand has made Margaret smile recently? Margaret pointed us to Athleta. “Their whole world is about promoting strong women.”

To learn more, go to the Pariveda Solutions website and connect with Margaret on LinkedIn.

As We Wrap …

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.

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Until next week, I’ll see you on the Internet!

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