Marketers have the best view of how brands can achieve their ethical goals
Helen EdwardsThe average marketer can’t determine a brand’s ethical values, but is best placed of all to see the risks and opportunities of putting them into practice.
The average marketer can’t determine a brand’s ethical values, but is best placed of all to see the risks and opportunities of putting them into practice.
Following its latest collaboration with fashion brand Balmain, Danone Waters’ top marketer shares the benefits of cross-brand partnerships and why it has a responsibility to “push the sustainability agenda”.
As Unilever approaches the 20th anniversary of Dirt Is Good, its vice-president of marketing says the platform is “absolutely one of the reasons” people choose its laundry brands over rivals.
Legacy brands can be sustainable too – indeed the biggest companies can make the biggest difference – but it requires focus on credible, relevant changes.
TSB is on a journey to get its customers talking, and hopes its new brand mascot will help it address the elephant in the room.
Tango is tapping into the spirit of its famous ‘You’ve been Tango’d’ ads from the 90s and 00s to speak to a new audience.
Brand purpose attracts its fair share of criticism from marketers and shareholders alike, but according to Galaxy’s UK brand director, its value is seen in “generations”, not quarters.
Linking damage to Scotland’s natural beauty with flushing wipes down the toilet, Scottish Water not only changed consumer behaviour, but is on track to save £1.4m in 2022.
Dismissing its critics, Mars’s CEO believes brand purpose is an essential tool for “quality” companies in both talent acquisition and driving profit.
Innocent practices ‘disruptive consistency’ in its marketing, balancing long-term initiatives like the Big Knit with shorter-term activity to drive buzz.
It’s true a product’s purpose is to perform its function effectively, but the value of a brand is in making consumers believe it does more than that.
With 97% of the population still viewing dyslexia as a medical disorder, Virgin Group teamed up with LinkedIn and Dictionary.com to reframe the national conversation.
Having branded the company’s focus on purpose “ludicrous” in 2022, fund manager Terry Smith has again accused Unilever of “virtue signalling”.
Plant-based meat alternative brand Moving Mountains is targeting more mainstream consumers for growth, believing it can win them over through its taste and sustainability credentials.