Randell Beckford "How to build a brand that won't get cancelled"

Series Two In this episode of #TheNewAbnormal I interview Randell Beckford, Senior Strategist at the dynamic independent creative agency Atomic London.  (She previously worked at Spark44, Redwood BBDO, TBWA Toronto and DDB Toronto.)  We discuss her views on a range of topics, but in particular her perspectives on how to build a brand that won’t get cancelled, at a time when the culture wars show no signs of dissipating. This, of course, links directly to a business-context in which brands are having to adapt to consumer attitudes and behaviour as a result of an increasingly demanding society.  So, Randell explains the actions that organisations can take in order to both build a brand that resonates, and in doing so, mitigates the risk of cancel culture. This, essentially, is based on three key principles: 'Get You / Like You / Trust You'.  Hence she outlines the 'why & how' of having clarity, relevance and consistency.  Finally, and as she says 'when in doubt, ask for advice' in an era when the solution to many brand-issues resides outside the echo-chamber of adland...