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.
The last episode in the series examines how artificial intelligence can influence and assist the creative process, and how big its role might be in the future.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
All too often brands are obsessed with what makes people different rather than looking for traits and behaviours they share.
Some brands cut spend by 97%, while others increased it by more than 100%, as companies took varying approaches to managing the fallout from the coronavirus pandemic.