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Stop propping up brand purpose with contrived data and hypocrisy
Channel 4’s research claiming consumers want purpose-driven ads is the latest flimsy attempt to bolster a morally bankrupt concept that simply covers over corporate indiscretions.
Channel 4’s research claiming consumers want purpose-driven ads is the latest flimsy attempt to bolster a morally bankrupt concept that simply covers over corporate indiscretions.
The FMCG giant’s Q2 results are down year on year but Polman says innovation, investing in premium business and direct to consumer are all factors in why the company is “on track”.
If this year’s Cannes Lions festival is anything to go by then brand purpose is still high on the agenda. Marketers, however, would be better off focusing on something less utopian – differentiation.
Lush has only alienated consumers with its poorly judged #Spycops campaign, which has nothing to do with the brand as well as being of no benefit to society.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Nestlé declaring “growth is back” to two brands hiring their first CMOs, it’s been a busy week. Here is my take.
The CMA’s analysis into loyalty pricing is still ongoing, but it says it is “unlikely” to conclude that supermarkets are unfairly inflating non-loyalty pricing to make their member pricing appear more attractive.
Oatly CEO’s told investors it would refocus on its “reason for being” and be “slightly less self-indulgent” in how it uses its brand voice.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.