Skip to main content
Instapage

Should we make socially irresponsible brands appealing again?

As designers, we dream about the brand challenges we’d love to work on with the criteria often cited as “fame, fortune and fun.” But there’s another consideration that increasingly occupies our thoughts that is more to do with what we’re contributing or detracting from society. We now talk about the “purpose” of brands to underpin strategy and design. If this falls short, we’re suddenly at a loss as to how to start building positive relationships with the consumer. In today’s ever-evolving market, there’s an increasing number of brands whose purpose has become out-dated, irrelevant or in some cases just socially irresponsible. We have to ask hard questions of ourselves before accepting the challenge of making it appealing again.

I struggle to want to apply company skills on Philip Morris brands because we can’t condone the harm that smokers (inadvertently) do to other people and, despite a long career designing single-use plastic bottles, I’d rather be helping Evian find a sustainable alternative. Barbie, your days as role-model to a new generation of girls are surely numbered, whatever you do is undermined by your body proportions and out-of-touch version of female empowerment. Wrigley’s gum remains unaccountable (and unapologetic) for covering every city pavement the world over with spat-out litter. And Spam remains a totally processed meat substance with a provenance still firmly rooted in post-war rationing. As for Hummer, does the world really need a road-going, military-grade tank right now?

Should brands such as these simply fade away and join the ranks of other extinct products which failed to keep pace with social change and consumer attitudes? Or should they genuinely redefine their purpose and behave responsibly? Of course, by doing so, it would ensure that all designers would want to work with them again.

The post Should we make socially irresponsible brands appealing again? appeared first on Marketing Land.



via Marketing Land

Comments

Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

Five great tools to improve PPC ads

Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea.Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an average of $8 for every dollar they spend on Google Ads.Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages.Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns.If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money for your business.Fiv…