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.
Ovo Energy has outlined a number of new measures to reduce the carbon impact of its marketing, but its director of brand and marketing acknowledges this might be easier said than done.
As the DTC sector matures, direct-to-consumer brands are borrowing strategy ideas from established brands, and vice versa, as they look to build sustainable businesses.
Facebook wants to educate people on privacy, but going to Facebook for a privacy check-up is like asking David Cameron for advice on Brexit.
Customer closeness used to enable marketers to conduct the orchestra of the marketing mix but too many now are woefully under-prepared and under-trained to play this vital role.