Jeff MacDonald is tagged in 3 stories.
Walking the Talk /
Increasingly brands are turning to purpose as they realise that traditional marketing approaches are less and less effective among today’s consumers. Globally, 60 percent think that branded content is just clutter (Meaningful Brands 2017, Havas Media). Faced with seemingly endless product proliferation, they are choosing brands that offer more than just functional or emotional benefits. Instead, they are searching for a value proposition that makes a meaningful and authentic contribution to their lives and broader society.
Consumers are seeking brands that demonstrate a purpose that contributes to the creation of a better world.
- 6 years ago
Marketing and Comms /
The relationship between brands and people is being transformed before our very eyes; the old-fashioned, binary model of companies selling and people consuming is dead. Traditional, rigid hierarchies of control are being replaced with more fluid and open peer-to-peer networks. We are rapidly adopting the principles of a sharing economy as the mainstream norm and there is a new world order forming.
You can choose to see this as either a challenge or an opportunity but the brands that will win are the movement brands that are brave enough to let their consumers take an equal stake in setting the agendas and creating content.
- 7 years ago