Divine Chocolate’s marketing has undergone a step change as it realises the importance of brand in communicating its “complicated proposition”, where it needs to talk about not just the taste of its chocolate but its unique ownership model.
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.
The P&G-owned brand has seen consumer perceptions in the UK plummet in the wake of the ad, which has been both criticised and applauded for its attempt to tackle toxic masculinity.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
At the end of every week, I look at the key stories from this week, offering my view on what they mean for you and the industry. From the travails of the travel industry, to the challenge of maintaining momentum, it’s been a busy week. Here is my take.
Despite lockdowns easing and the threat of the pandemic receding in the UK, at least for now, 30% more marketers are planning to cut their budgets than increase them in the second half of the year.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.