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.
HSBC is expanding its purpose marketing strategy with its fresh platform ‘Opening Up A World of Opportunity’, after past efforts yielded return on investment.
We arm you with all the numbers you need to tackle the week ahead.
Marketing Week reveals the top 10 marketers in food and drink retail, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
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