Companies consistently work to build their brands and create messaging that resonates with audiences. One of Friday’s IMC Connect! panels discussed the leading trends in advertising and brand building.

Dr. Debbie Treise, a leading researcher from the University of Florida, provided a 10-minute topical discussion and background regarding her expertise on advertising to start the panel. She used examples from pop culture with references to “Squid Game,” “In the Heights” and more to illustrate her points.

Dr. Treise then served as the moderator for the remainder of the panel. The esteemed panelists with practical industry experience included Reade Tidwell, of Chick-Fil-A; Steve Holmes, of The Home Depot; Chris Chiames, of Carnival Cruise Line; and Jenny Robertson, of FedEx.

One of the main takeaways from the panel was to actively engage and know your customers. It is important to stay true to your customer and your brand. Platforms are used to survey consumers and keep eyes on trends in each company. Each brand is different and requires a different playbook. What works for one company will not work the same for the next. Examples from each represented company were given to reiterate this main point.

An additional lesson learned was the importance of taking a step back and seeing the full picture of a company’s brand. Understanding your brand and its strategy is essential to successful advertising. The idea of a brand has changed to include the reputation of the company, so celebrity and influencer endorsements are risky. Many companies choose to not use them to avoid the risks that may arise.

It was also reiterated that consistency is vital when building a brand. Information must be presented in a quick and lasting manner so it sticks in the mind of the average consumer in this generation.