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.
Consumer confidence remains at record lows as hope fades of quick economic bounceback.
From M&S cutting marketing spend by a third to KFC’s new campaign and changes to how news brands report audiences, catch up on all this week’s biggest marketing news.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the fair way to determine success, to reallocating budgets, it’s been another busy week. All prompted news and analysis on Marketing Week. Here is my take.
The coronavirus pandemic has forced KFC’s marketing to become sharper and more focused than ever, says UK & Ireland marketing director Jack Hinchliffe.