Lush’s moronic #Spycops campaign is a new low for brand purpose
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.
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.
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.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From experiential and events being named B2B marketers’ main priority for brand investment to the inside story from Hovis’s first CMO, it’s been a busy week. Here is my take.
Brands may have to become more creative in how they advertise or look to innovate to avoid being impacted by the ban on pre-watershed TV and paid-for online ads.
More than 30,000 people have taken part in Marketing Week’s Mini MBA series since launch, with the feedback overwhelmingly positive.
Hovis, which was founded in 1886, is a brand blessed with a “treasure chest” of distinctive assets, says new CMO Mark Brown. His job is to deploy these in relevant way to drive demand for the brand.