Connecting with customers—why brands should show flaws and vulnerability in their marketing

As brand marketers, we’re in the business of convincing complete strangers to be our friends and probably give us money. Let’s start with what won’t work: “Hi Complete Stranger, I’m the No. 1 brand that is flawless, so be my new friend and then give me money.” What works better? The opposite of that. Showing flaws, being vulnerable, getting misty-eyed and making dumb jokes that a lot of people won’t get. Here’s why: Perfection is creepy Humans evolved to distrust anything that appears perfect because perfection too often conceals dangers or deeper flaws. Take the irresistibly plump berries of the deadly nightshade plant or a car salesman’s too-white veneers. No thanks. See all of Ad Age’s 2024 Creativity Award winners here Since humans use the same perfection-wary brain to avoid poisoning and make purchase decisions, the urge to tout “World’s No. 1 Best” and show AI-created gigababes in flawless lighting actually inspires more distrust than attraction. On the flip side, we find comfort in imperfection. In an increasingly artificial world, when a brand or person is honest enough to show up as their whole, imperfect self, our hackles settle and we allow ourselves to get closer. A classic-for-a-reason example: Avis’ “We’re number two. We try harder.” We ❤️ vulnerability Bravado has its fans, as evidenced by the existence of lifted trucks—with their suspensions modified to increase the height of the vehicle and fitted with larger-than-average wheels and off-road tires. But having the courage to express genuine emotion inspires connection. Brené Brown, the behavioral researcher who’s spent a decade studying the power of vulnerability, says, “Vulnerability is the willingness to show up and be seen with no guarantee of outcome—except for the opportunity for a deeper connection. Vulnerability is the glue that holds relationships together. It’s the magic sauce.” To truly connect with customers, brands must be willing to express genuine emotions with no guaranteed outcome. Stick your neck out. Laugh. Cry. Get pissed. Show fear. Or you’ll remain the lonely lifted truck of your category. Loyalty starts with losing people If everyone thinks you’re kinda funny, zero people think you’re hilarious. To move beyond tepid, broad-based acceptance to die-hard loyalty, the first step is developing a personality that is lost on a decent chunk of humanity. Tell jokes that fly over people’s heads. Pick a song that some people will hate. Let haters light up the comment section. Growing a tribe of like-minded fans who evangelize for your brand requires giving that tribe something that feels uniquely theirs. Liquid Death guzzlers are not San Pellegrino devotees, and vice versa. If you’d like to hear a respected dead person say the same thing, American journalist and editor Herbert Bayard Swope was known for saying, “I can’t give you a sure-fire formula for success, but I can give a formula for failure: Try to please everybody all the time.” Loose wins There’s no replacement for smart, carefully crafted creative. There’s also no replacement for stupid, serendipitous magic. The writers’ room for “Curb Your Enthusiasm” is filled with comedy savants, but don’t create script outlines. Shows such as “Veep” and “Workaholics” go into production with full scripts but always leave room for improv. Those spontaneous moments almost always make the final edit because they’re just funnier. Check out the latest Ad Age events and award programs Make room for that same spontaneity with your brand and creative. Sure, have a plan. Yes, work with brilliant craftspeople. But never be afraid to throw the script up in the air and try dumb stuff. More importantly, fight to include the weird, happy accidents in the final product. They’ll be the details that people remember and repeat. Be the friend you want Embracing flaws, being vulnerable and staying spontaneous is not without its risks. It takes real courage and the willingness to be misunderstood. If you’re willing to loosen your grip on the steering wheel and let your brand show up as its authentic, flawed, quirky whole self, you’ll build deeper connections with your audience. Think of who your best friends are and why you love them. Be that. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Connecting with customers—why brands should show flaws and vulnerability in their marketing

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