Marketers want a positive, do-good brand purpose but if they do harm before doing good, all integrity will be lost and brand purpose will go straight out the window.
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.
Many retailers moved away from the big brand campaigns in favour of product-focused ads this Christmas but as retailers reveal their festive performance there are signs this may not always have been the right strategy to take.
Not all publicity is good publicity, but as long as you don’t undermine your proposition or entirely alienate your market, the salience gained from a bad news story often outweighs any damage to brand image.
As 2019 draws to a close and we enter the 2020s, SEO and content marketing are booming. How can marketers take advantage to grow their careers and build effective teams?
Direct Line is linking customer outcomes with commercial uplift, finding a brand purpose in “peace of mind” and switching almost exclusively to brand building for its recent Churchill campaign.
With a passion for business and economics forged in her teenage years, Michelle Peluso took her skill for thinking outside the box all the way to The White House, before swapping politics for entrepreneurship, tech and B2B in her current role as CMO at IBM.