New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Creating a purpose-driven campaign with transparency can help brands avoid marketing catastrophe.

This piece suggests brands should avoid trying to please everyone while creating well-intended campaigns as it may seem inauthentic. But they should rather act upon the promises they have made.

Acting upon the campaign promises and implementing the steps can help brands sound genuine to their potential consumers. Adding humour to their campaigns can further help brands generate sympathy and enhance their ads. However, they should be cautious about how their humour gets interpreted by diverse people.

The author suggests brands should be honest about their businesses and marketing campaigns to avoid losing the public trust. To avoid coming under the scrutiny of “woke people”, brands should create a transparent and purpose-driven campaign while defining the company values.

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[8 minute read]

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