United Airlines found out the hard way that when crisis hits in the social media era, there is nowhere to hide. So what can marketers learn from the way brands including Pepsi, BrewDog, Samsung and Google have handled negativity?
Making the transition from disruptor to viable long-term business is not easy but in order to stand the test of time brands must continually evolve and take risks while staying true to the values that made them a success in the first place.
From a very young age we love listening to stories and, as we grow older, we respond to tales and anecdotes. Brands need to inject the magic of storytelling into their marketing to tap into people’s emotions.
The bank brand will evaluate the performance of a new campaign for its Santander Cycles sponsorship every week, a much shorter period than normal, as it looks to move the industry away from long buying and production cycles.