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.
By Mark Ritson
Having a brand purpose is all very well, but if consumers are going to be believe it is genuine brands must communicate the values internally first.
Some 60% of brands are missing the opportunity to truly engage consumers by failing to measure the impact on society of their purpose campaigns.
Heineken’s new purpose-driven ad might express all the right values, but marketers must remember if you don’t use your budget to create sales, you’ve failed.
The new campaign focuses on the role of TV advertising in business transformation for the first time, using a mythical character – the Tooth Fairy – and her struggles to grow her new business.
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.