Crossroads exists to help brands identify and live their stories and attract like-minded audiences.
We’ve all heard the old saying: You can run but you cannot hide. That statement is more true today than perhaps it has ever been. Brands trying to navigate the turbulent waters of the marketplace know this to be true for sure.
When you think about it, a glass house is the perfect symbol for the world we live in today. The pervasiveness of technology has changed the way brands must communicate. At one point or another they all find themselves at a crossroads. All organizations are exposed to the world, making their actions and inactions transparent for all to see and communicate about publicly. It’s not easy for brand leaders. Some believe they can control the flow of information about their organizations and keep issues under wraps. Some are choosing to open their doors completely and allow the outside world to influence and guide every action taken.
Neither approach is perfect, but the reality is organizations cannot hide nor should they turn over their brands and reputations to the whims of the marketplace. The most effective approach lies in the middle. Smart brands understand the best approach is to develop real relationships with their audiences that allow the brand to communicate successes and not only be forgiven but supported in times of trouble. This relationship is built on and sustained by the public’s understanding of an organization’s purpose beyond what it sells. It is built on an organization’s demonstrated character over time.
As a transparent, purpose-driven communication company, Crossroads exists to help brands discover their purpose, determine the most creative ways to authentically communicate their brand stories and proactively build and protect their reputations.
Many companies are trying to buy consumer trust today through public relations and, more specifically, cause marketing. Trust must be earned and can dissolve in an instant.
We believe companies must determine what values they embrace and live those values through all aspects of their communication efforts.
WHAT WE DO AND HOW WE DO IT
When was the last time you really thought about your brand’s reputation and how it impacts your business? Crossroads knows in today’s world it’s not just what you say about your brand that matters, it’s the stories others tell about you that really matter. Your marketing makes promises to your customers. Promises they expect you to keep. Crossroads helps its clients keep those promises by aligning all of their communication efforts around common and authentic brand values.