Welcome to The “Wrap-up wrap-up” for 2020!

2020, you’ve had a shocker, mate. But you did push us to invent The Credibility Wrap-up… so we’re not gonna be too hard on you. What started in March as a way of documenting and sharing credible brand responses to the pandemic, morphed in July to a more general look at credible brand activations, ads, etc. This is packaged up each week and shared via email.

As the year stumbles to an isolated close amidst the perfect excuse not to see certain relatives, we thought we’d have a look at July-December and try to extract some key themes from all…


At Nonsense we’re all about building brand credibility. Over the last 10 weeks we’ve looked specifically at what we consider to be credible brand responses to the Covid-19 pandemic in terms of product/service innovation as well as ads/comms, and wrapped them up into weekly updates available for public download.

This work has sparked some interesting conversations and identified some trends that we’re sharing here.

As always, we love talking about this stuff so reach out if you’re interested in chatting some more.

Theme 1: Actions speak louder than…

A flurry of brands offered sympathy and vague allusion to their relevance “now, more than ever…”. …


Introduction
Recently, Nonsense was asked by a client to run a workshop as part of a Creativity Day they were running for their teams. Rather than focusing on “inspiration” or “bravery” the Nonsense team decided to talk about the value of really understanding a problem by asking “why?”. This short thought-piece picks out the most salient bits from the talk, and hopefully provides a little food for thought…

Why “why?” Asking “why?” switches the autopilot off. And this is something that we all need to do from time to time. Too many of us, too many businesses in fact, run…


We’re seeing what seems to be a growing gap between what brands say and what they do. We call this gap the Credibility Gap. And we believe the bigger the gap, the more damaging it can be to the value of a brand — because the more pronounced customers’ experience of this gap is, the less trust they will have in the brand. This, we argue, can hurt brand performance over time…

A brand is a promise that needs to be kept

Nonsense

London based creative agency. We believe in building brand credibility.

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