Michail Paderin

Showpony

The fact is that people don't believe in facts anymore. The great irony of the modern era is that having so much information at our fingertips has actually made it harder than ever to be certain about anything. So, in a world where facts are fluid and opinion can trump truth, how do you really connect with consumers? How do you get them to believe? In your product, your service or your cause? Factual product truths in isolation are no longer enough. It requires a truth that responds to your audience's needs, that aligns with their values and that they can connect with emotionally. That's belief. Belief is a state of mind in which confidence is placed in some person, product or brand. People use their beliefs to make sense of the world and define their place in it. What's right and wrong, good and bad, valuable or ignorable. Beliefs drive our actions and by extension, our purchase decisions. When a brand becomes a part of a person's belief system, it becomes an integral part of their world view. It becomes a platform that endures, that you can invest in. Brands that focus on building belief will always find new ways to influence everything from buying behaviour to world views. Showpony is an antidote for brands struggling to connect with consumers so overwhelmed by competing facts and proof points, that they no longer know who or what to believe in. Our strategic process leans on what truly matters to consumers about a brand, and our creative process makes that truth utterly compelling. This isn't just about achieving cut-through, it's deeper than that. It's about building brands that people can believe in. At Showpony, we make belief.