Marketing Minute — April 2025
Brand authenticity = the theme of this month’s Marketing Minute. From opposing technology coming from Meta to a master class in branding from The Masters, it’s a reminder that a brand’s credibility is far harder to rebuild than it is to protect.
If you’ve been busy watching people run the Boston Marathon and celebrating the 250th anniversary of Paul Revere’s midnight ride this April, here’s a look at what you missed in the marketing world.
AI & Meta
Two major AI headlines of note in April. 1) Instagram is testing the use of AI to determine if kids are lying about their ages on the app. According to Meta, if it is determined that a user is misrepresenting their age, the account will automatically become a teen account, which has more restrictions than an adult account. 2) In contrast to the above, the Wall Street Journal recently reported that Meta is simultaneously developing a new class of AI-powered digital companions that offer a full range of social interaction, including “romantic role-play.” Staffers across multiple departments have raised concerns that Meta is not effectively protecting underage users from inappropriate discussions and as such have crossed ethical lines.
A Tradition Unlike Any Other
The excitement around McIlroy’s historic win wasn’t just a triumph for him, it also reaffirmed the enduring power of the Masters brand. For decades, the tournament has held firmly to its traditions of Azaleas and green jackets — not because it couldn’t change, but because it has a fundamental understanding of its brand and audience. Individuals attending the Masters expect to see the best golfers in the world compete as much as they expect to eat $1.50 egg sandwiches.
It is a great example that sometimes a brand doesn’t need to be trendy or flashy to generate awareness. Instead, you can have major success when you hone in on what’s important to your audience. In this case, the Masters’ dedication to consistency, elegance and tradition will win every time.
Instagram Storylines In Development
A new feature might be on its way to Instagram. The social media app is reportedly developing Storylines, which would facilitate linked sequences of Stories uploaded by multiple creators. Here’s how it works: creators will be able to append responses to Stories uploaded by accounts they follow. Their followers can then continue the chain by adding their own input. If this makes its way to the app, the feature could majorly change how brands and influencers interact with followers.
REI Backtracks
If the Masters is the poster child for brand authenticity, REI is the antithesis. Earlier this year, REI signed a letter of endorsement for Doug Burgum as Secretary of the Interior, a decision that was met with major backlash from members as it directly opposed the brand’s core values and beliefs. Now, the new CEO is working to rebuild trust by apologizing to customers. It’s a reminder that diverging from your brand values can prompt customers to question your brand’s awareness and credibility. It’s critical that before making any public endorsements, partnerships, or political statements, brands must rigorously vet whether the move aligns with their established values or potentially face serious consequences.
Chat to you in May.
