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.
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.
Despite a slight upturn in confidence last month, the latest lockdown and increased restrictions have put a serious dent in any hopes for a more optimistic outlook going into 2021.
The Marketing Academy has created an online learning platform, which is available to its global community and sponsors, as well we 1,000 marketers who have been made redundant or are on furlough.
Brand strategy is not complicated, it’s just the systematic application of the basics all marketers are taught. Here’s a simple way to be sure you’re taking the right steps – in the right order.
The supermarket’s UK CEO and chief customer officer share how putting consumers at the heart of what it does enabled Tesco to adapt at speed during the pandemic.