Purposeful Communication

Discover more about cause related marketing 2.0 thanks to Burger King and Mattel

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Purposeful Communication

Gender Inequality Storytelling through images and the role of brands

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Purposeful Communication

7 ways to view the new Gillette ad #toxicmasculinity

A campaign to revitalize an ancient payoff
Bad PR is Still Good PR

Trying to define manhood
What if the true target was the female one?
Riding social causes is the new black.
Don’t sweep the dirt under the carpet
Does this ‘cause related’ campaign will turn into a suicide in the market?

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Purposeful Communication

Purpose Brands are determined to take a stand

Since 2017, corporate organizations took the lead (VS. Non-Profit) in creating purposeful campaigns, both in terms of the absolute numbers and relative percentages. Since purposed brands are now becoming a more popular and rewarded part of society, this obliges others to “follow or die”. Staying in the dark with matters as important as sustainability or not knowing how to communicate their efforts are some of the reasons why consumers are now ‘shaming’ brands. In such a competitive market like the one we have today, in order to keep growing, brands must step-up and become more sustainable, turning social impact not as their path but as their goal.

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Purposeful Communication

8 out 10 of consumers expect that CEOs share their own vision

8 out 10 of consumers expect that CEOs share their own vision
CEOs have become new heros
CEOs are no longer perceived as chiefs but as leaders.
The essential role of the CEOs in assessing the sustainability of the company business is undeniable and is fundamental to its success
Patagonia is an great example of purpose brand

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Purposeful Communication

Creactivism | Advertisers against harmful products

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Purposeful Communication

Purposeful Communication: Opportunity or threat?

One of the most important key components of a brand’s success is communication. Most of the times, even though sustainable and ethical practices are in place in a company, they fail to communicate their responsibility. And while it’s great that companies don’t act in a “good way” just for publicity, it’s also important to involve the community around them and let them know of everything they are putting into practice. Building a strong communication channel not only gives brands the chance to put out there their sustainable actions, but also gives them the opportunity to create a stronger bond with community, which feels taken into account when its informed about “internal” brand policies and practices. Is there a connection between the rise of interest towards branded content and the creation of more & more purpose driven campaigns?
What’s the line between the brand and its purpose?
Glass box brands should bring solutions to issues they bring to light

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