Advertising & Marketing
If your brand promise connects with your actions, you’ll enjoy consumer loyalty. Thus, authenticity has become the currency in the world of brands. What does that mean for advertising and engagement?
Reebok’s response to Donald Trump’s comments about Brigitte Macron’s physique was one of the best-timed tweets in years. We expect more companies to risk taking a political stand as the president’s popularity continues to decline.
The brand consultancy Enso ranked 150 top U.S. brands, and found Starbucks and NPR to be the most “polarizing.” Yet both organizations have shown that they can be controversial, popular and successful.
Trust in brands has never been lower. And expectations have never been higher. Here are two paths for using the power of brand to fight injustice and create the good life, based on BBMG and GlobeScan’s global research into Aspirational and Advocate consumers.
The story of a transgender mother and her adopted child has made waves across India and the world — and it puts the focus on transgender rights, which still face an uphill climb in India.
Sixty major brands have pulled their ads from Bill O’Reilly’s show in the wake of a sexual harassment scandal. Ratings for the show are up, but the lack of ad money could push him off the air — and yesterday he announced a mysterious ‘vacation.’
This month JPMorgan slashed its online advertising to avoid being placed next to fake news or offensive videos — and it says the move didn’t hurt its online presence one bit. For many, the case study raised more questions about the viability of Internet ads and whether it’s worth the brand damage to risk being placed next to dodgy material.
So, how do you talk about a polarizing issue? How do you convince someone that the environment should be protected? That racial justice is important? That immigrants should be welcome? YouTube and Upworthy share how to navigate tricky topics on conversation and make your story go viral.
The first weeks of the Donald Trump administration were tumultuous at best. But among the policy disputes, we’re noticing another curious trend: boycotts galore.
State and federal regulators filed suit against Navient last week, accusing the student loan servicer of misleading borrowers to inflate profits. The results of a four-year investigation come as economists debate what to do about the country’s looming student debt crisis.
Although more businesses are seriously engaging with corporate social responsibility, the public is becoming increasingly skeptical of their efforts. These steps can help you address this trend in your CSR communications.
Do you know your credit score? Chances are, says the Consumer Financial Protection Bureau, the score you pay for may not be exactly the same as what a lender sees. And that’s a problem, says the bureau, because two of the three largest credit reporting agencies have been selling credit scores that don’t match the criteria lenders use.