Partner Article

Hey Imposter! b2b marketing specialists alan creates new positioning and brand campaign for b2b media business Raconteur

B2B marketing specialist alan. has unveiled its new brand strategy and provocative media campaign for B2B media business Raconteur, focused on destigmatising imposter syndrome.

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“Hey Imposter” aims to tackle imposter syndrome, transforming it from a seemingly irrational anxiety to a rational phenomenon that business leaders can do something about.

It is built on research carried out by alan. that shows that most business leaders influence decisions across at least FOUR product/service lines outside of their primary function.

This ever-more-complex and interdisciplinary nature of business decision making, means business leaders are now frequently put in the exposed situation where they don’t have the knowledge, experience or subject-matter-expertise they need to make informed decisions.

The creative initially confronts the audience with ‘Hey Imposter’. This is followed by poignant yet empathetic copy that explains how a less siloed approach and understanding of the interconnectedness of modern business can conquer the imposter and enable them to become a truly modern business leader.

The take-out being: You may be an imposter now, but Raconteur can help you change that.

The campaign features three creative executions for print and social channels which each highlight an aspect of feeling like an imposter - feeling exposed, out of place or as if you’re pretending - and presents Raconteur as the solution. Raconteur’s new proposition (also developed by alan.) ‘Stories that connect modern business’ is designed to help you prepare for the interdisciplinary complexity of today’s business world, enabling you to make better-informed decisions and ultimately become a better leader.

alan.’s end-to-end project delivery spanned research and brand strategy, creative ideation, and campaign delivery.

Commenting on the campaign, Benedict Buckland, Chief Creative Officer at alan, said: “Addressing your audience as an imposter is a provocative play for sure, but one Raconteur was right to make. It’s so refreshing to see a B2B brand be willing to be divisive and contrarian.

“That human truth of feeling like an imposter is undeniable, it’s properly visceral. And, combined with the idea that you can do something positive about it, it’s a pretty empowering message.”

Will Brookes, CEO at Raconteur added: “Without the involvement of alan., I think we’d have landed on a safe, run-of-the-mill branding campaign. The team certainly pushed us to establish our boundaries and work right at the edge of them. The process of being challenged and stretched outside of our normal comfort zone was both refreshing and rewarding. We’re delighted with the end result.”

Campaign Credits Chief Creative Officer: Benedict Buckland Creative Director: Daniele Pulega Design Director: Jo Ashdown-Bird Senior Strategist: Samantha Parkes Copywriter: Kyle Ryan Junior Designer: Wesley Barnes

This was posted in Bdaily's Members' News section by Business News .