Entertainer brands believe their purpose is to make the world a more enjoyable, interesting place.

They believe in building vibrant, diverse communities in which everyone is welcome. They just want to make people happy.

The more, the merrier.

But in a new world order where usability drives likeability, what’s next for entertainers?

A tech-driven world

Tech companies today are facing more scrutiny than ever. Adapting to the growing weight of consumer expectation that comes with this hasn’t proved to be an easy challenge, even as they are enjoying more popularity and mainstream adoption than ever before.

It was this dichotomy that prompted us to undertake our research: “Making Technology Personal: Have you got what it takes?”

Against the backdrop of a tough narrative, how does a vibrant sector continue to shine and engage the people it needs to reach?

Part of this includes understanding the different types of brand personas tech companies fit into.

Based on whether they take an inclusive or exclusive approach to engagement, and whether they position their social purpose as solving problems or creating positive experiences, we derived four brand types:

  1. Gurus
  2. Supremos
  3. Entertainers
  4. Builders

Check out our report to learn more about the four types.

Of these, entertainers are the fun ones. They have built their reputations on being inclusive and developing large communities made up of a mixture of the tech-savvy and the not so tech-savvy.

Think Spotify.

Connecting with purpose

Technology’s prominence has offered entertainers a way into the homes and hearts of many, providing us with the services that connect us and make our lives more fun. They have benefitted, perhaps more than any of our other brand personas, from tech’s popularity.

How can they make that success last?

Entertainers need to be more than ‘just fun’.

According to 71% of those we surveyed, technology brands have a role in solving problems by creating jobs, improving healthcare and helping to protect the environment.

Entertainers are missing a trick by not responding to this demand.

They need to demonstrate usability. Positivity about tech companies is directly connected to the usefulness of their products and services – indeed, 83% believe it is more important for a technology brand to be useful than liked.

This correlation is further demonstrated by the fact that people who think tech brands are problem-solvers are also more likely to think they are among the world’s best-known brands.

The message is clear: demonstrate purpose and conviction or lose your place.

Define your mission

There is also good news for entertainers.

Their collaborative and community-driven approach is a clear favourite with consumers. Today’s technology users want to be involved every step of the way. Entertainers give them this in abundance, engaging with them online, inviting them to events and sharing offers with them.

The other brand personas can learn a lot from them.

But the key to their future success will be bringing this together – defining their purpose by creating a community-driven mission.

Entertainers already tell great stories. They have great brand presence and enviable customer advocacy. Now they need to take a leaf from the book of gurus and use this to change the world for the better.

They need to take a stand for something they believe in, whether it’s coding for kids, supporting developing nations, or encouraging us all to be kinder. And show us all that they’re more than simply cool.

They too are here to change our worlds.

Download our full report or get in touch with us at hello@harvard.co.uk to hear more about what this means for your comms

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