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.
Too many brands are focused on diversity when what they should be doing is creating inclusive workplace cultures.
The move towards a cookie-less internet and the threat of tighter regulation means marketers need to urgently rethink how they target people online.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
Forgoing the traditional hero spot in favour of a hyper-personalised approach not only helped Toyota significantly increase purchase consideration, but also deliver record sales in a declining minicar segment.