How brands are responding to the divisive politics of 2016
As brands including Kellogg’s, Lego and John Lewis are drawn into highly contentious political debates, Marketing Week considers the challenges facing brands in a turbulent era.
As brands including Kellogg’s, Lego and John Lewis are drawn into highly contentious political debates, Marketing Week considers the challenges facing brands in a turbulent era.
Donald Trump has rewritten the rules of political communications with a campaign that has earned billions of dollars’ worth of free media coverage and shown the power of emotion over reason.
Many brands are still in a state of flux post-Brexit and while there are early signs of resilience marketers will need to be flexible to deal with ongoing uncertainty.
Donald Trump has succeeded in appealing to voters’ emotions during the US presidential campaign, but marketers should not rush to copy the tycoon’s tactics.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.