by Andy Rice. Not since Rolls met Royce have two words been so intimately joined at the hip.
Tag archives: purpose-driven brands
Cultural relevance — more than just a #hashtag
by Vikash Gajjar. It’s no longer enough for brands to just ‘join the conversation’ to up their cultural relevance. Brands need to stand up and stand for something.
Brands & Branding: Consumer 2020
by Louise Burgers. Consumer expectations and purpose-driven marketing have to be at the heart of every major decision by brands and in the retail market today.
Brands & Branding: Consumer disloyalty sweeping the nation
by Ailsa Wingfield. Consumers are flirting with and cheating on their favourite brands — many of which they’ve held near and dear for years.
Is “goodvertising” here for good?
by Jeff Harvey. “Woke” ads are all the rage at creative award shows but, in an industry that celebrates originality, has this trend run its course?
Fair Exchange: Brands must have a purpose to win with people
by Erna George. Functional benefits such as ‘double the goodness’ or ‘three times the power’ are nowadays difficult to uphold as they are easily copied. And, with increased choice and consumer cynicism, they are no longer good enough.