Gary Swale’s Post

As Pride month kicks off, we also prepare to see a rainbow of brand campaigns filling our feeds. A skim through the years reveals plenty of faux pas in this department, but when you strip down the reason for failure, the same factors crop up time and time again. So, what’s the solution? Read Manfred Abraham's thoughts in Advertising Week on why the right intentions alone during Pride month just aren’t good enough, and by placing your brand at the heart of your customer, you can create a meaningful impact… https://lnkd.in/eBQ4W4Um

In the quest for strong brand health, it's essential to look inward. Every team member, irrespective of their role, is a key brand ambassador. As we navigate our digital world, our actions and words significantly impact our brand. Consider conducting an internal “NPS” survey to understand your team's perception and engagement with your brand. Strong internal brand advocacy ensures a powerful external brand image. https://lnkd.in/gGkkyfTY #BrandAmbassadors #InternalBrandHealth #InternalNPS #EmployeeEngagement

Brands often tend to focus on the already converted consumers in their prosocial messages. Preaching to the converted, while very convenient, may not the best approach in challenging the status quo, and promoting social change. In this study, we identify four different personas who are likely to respond differently to Diversity and Inclusion brand messages: -Pro-Diversity Partners, -Disapproving Diversity Devotees, -Hostile Diversity Haters, -Inclusivity Indifferent This paper is among the first studies to offer managers a consumer typology, for DEI messages, beyond the 'Boycotters', and 'Buycotters'. In particular, 'Inclusivity Indifferent', and 'Disapproving Diversity Devotees' are the personas that have been relatively overlooked. Perhaps brands like Patagonia, Dove, and Ben & Jerry's, can go beyond the Pro-diversity Partners in their future campaigns, and put the spotlight on those 'middle' personas, and even 'Diversity Haters', towards a more inclusive strategic approach in inclusion and diversity advertising. We've provided tailored and specific managerial recommendations for each customer segment. For instance: -Avoid Exaggeration and Overpromising, -Be Transparent About Your Past, -Showcase Diversity’s Impact, -Avoid Divisive Messages and Shifting Swiftly. Here is the free (the first 50 downloads) eprint link: https://lnkd.in/gW22ijdN Hope you find our contribution to the prosocial brand messaging conversation helpful. Thanks Dean Wilkie for inviting me to collaborate and contribute to this great paper. It has been a great pleasure working with my colleagues Dean Wilkie, Amelie Burgess, and Rebecca Dolan from the University of Adelaide. Macquarie University Macquarie Business School University of Adelaide Journal of Advertising #woke #diversityandinclusion #branding #brandpurpose #marketing #brandactivism

Does anyone remember the Unilever Dove ad that faced backlash in 2017? The ad featured a four-panel image showing a young African American woman removing her shirt over three panels... Followed by a young white woman in the fourth panel. The ad sparked controversy and was labeled as "Dove’s racist ad" in Google search results. While Unilever claimed the ad aimed to depict "the diversity of real beauty," it received negative reviews and criticism on social media. Dove issued an apology (the second time that year). This added to the challenges faced by Brad Jakeman, Unilever's then Chief Creative Officer. Now, consider how EmotionTrac could have altered the trajectory of this campaign. With access to our platform, Unilever could have detected these potential pitfalls and fine-tuned their messaging to better resonate with their audience. Don't destroy your brand with untested ads. #branding #advertising #marketing

" 𝑩𝒓𝒂𝒏𝒅𝒔 𝒌𝒊 𝒌𝒂𝒉𝒂𝒏𝒊 , 𝑺𝒉𝒊𝒗𝒂𝒎 𝒌𝒊 𝒋𝒖𝒃𝒂𝒏𝒊 " 𝑪𝒉𝒂𝒑𝒕𝒆𝒓 : 25 | Red Label- Train and cup of Tea Campaign Brooke Bond Red Label has consistently championed the theme of overcoming biases in its advertisements. In their latest ad, a blind man accepts a cup of tea from a stranger on a train, challenging the common childhood lesson to refuse food or drink from strangers. The Chief Creative Officers of Ogilvy, Harshad Rajadhyaksha and Kainaz Karmakar,have played key roles in these ads, which all feature a pivotal moment involving a steaming cup of Brooke Bond Red Label, symbolizing the start of change. However, the brand's latest ad takes this philosophy to new heights. In the ad, a blind man accepts tea from a stranger, despite another passenger (representing societal norms) warning him against it. The blind man explains, "Aunty, we don’t see and judge but we smell the difference between what’s bad and good," highlighting the heightened senses of the blind and the aroma of Brooke Bond Red Label’s tea as a catalyst for change. The ad challenges the notion ingrained in childhood to not trust strangers, especially on a train. When asked about the creation of the ad and the decision-making process for the characters, the founders explained that Red Label's communication is based on the belief that offering a cup of tea can melt hostility. This belief transcends various social tensions, whether religious, cultural, generational, social, or gender-based. The offered cup of tea serves as a catalyst for bringing opposing sides together, fostering understanding, and bridging differences. Next weekend, I'll be back with another captivating brand story. In the meantime, let's stay connected on LinkedIn and Facebook. Together, we'll embark on a journey of learning and growth that's sure to inspire! #fmcg #fmcgindustry #fmcgproducts #marketing #advertising #brand #brandmanagement #promotion #fmcg #job #jobalerts #advertisingagency #sales #insights #contentmarketing #linkedin #ceo #cmo #contentcreation Unilever

Title: International Advertising Blunder In a globalized market, Fair and Lovely's attempt to expand its reach internationally faced a significant blunder. The brand's ad campaign, which was successful domestically, failed to resonate with a broader audience due to cultural insensitivity. The ad featured a fair-skinned model endorsing the product, implying that fairness equated to beauty and success. The mistake stemmed from a lack of understanding of diverse cultural perceptions of beauty. In some international markets, this ad was perceived as promoting colorism and reinforcing stereotypes. The oversight damaged the brand's reputation, leading to backlash and boycotts. The key learning for Fair and Lovely was the importance of cultural sensitivity in advertising. Brands must thoroughly research and adapt their messaging to align with diverse cultural norms and values. A lesson in inclusivity and awareness, this blunder prompted Fair and Lovely to reassess its global marketing strategies, emphasizing diversity and redefining beauty standards in their subsequent campaigns. #ReshmiP #Fair and Lovely,#MBA22-24,#MBANOV2023, #intagratedmarketingcommunication ,#IMC,#EKTA MACFAST (Mar Athanasios College for Advanced Studies Tiruvalla) Dr. Sudeep B. Chandramana

Is PG Tips' latest campaign rock solid or a weak brew? ☕ We've asked real consumers how they feel about PG Tips’ latest campaign starring Top Boy star Ashley Walters, and the results are in! So, let’s spill the tea: ⭐ Despite targeting a new generation of tea enthusiasts, specifically Gen Z, the campaign has received a solid 3.5 Stars amongst mass audiences. With exceptional short-term sales potential and 97% brand recognition, the campaign performs above the category average across all measures! 👥 By tapping into universal themes like anxiety, burnout and personal growth, PG Tips has inadvertently appealed to a broader demographic than anticipated - and it's a lot of people’s cuppa! What's the takeaway? The ad earns a good Star-Rating for driving long-term brand-building potential. With a clear and consistent strategy focused on positive, uplifting, and comedic narratives, PG Tips is poised to stir up the category. The full report is linked in the comments 🔗 Unilever System1 Jon Evans Andrew Tindall Jess M. Nick Williamson Freddie Laughton Melissa Rosenthal #pgtips #advertising #marketing

Thinking about our brand builder collective today, it hit me that there's something incredibly powerful about witnessing a brand not just meet expectations, but genuinely strive to make a difference. The more I am in this world, I’ve grown to appreciate those brands that step up, taking their expertise beyond their products to touch on issues that resonate on a deeply personal level. The true measure of a brand's influence lies in its dedication to advocacy—championing causes that matter, providing resources that educate, and initiatives that genuinely seek to make a difference. This approach not only builds trust but fosters a sense of community between the brand and its audience. It turns customers into advocates, fans into family members, all united by a shared vision and values. That’s the magic of brand advocacy So, to those brands who are leading by example, who see their role as not just providers but as pillars of positive change, thank you. Your efforts do not go unnoticed. In a world that’s often focused on the bottom line, your dedication to also making a meaningful difference is a beacon of hope. Here’s to the power of brand advocacy, to the difference it can make, and to the brighter future it helps us all envision. #BrandAdvocacy #MakingADifference #BeyondTheProduct

Remember Flicky? We'll Protect Your Brand Like Mama Bird on a Mission! Those of you with a touch of retro in your soul might remember the classic Sega game, Flicky. Mama Flicky was a fierce protector, her love for her chicks unmatched. At Becanvas, we channel that same mama bird mentality when it comes to your brand. Did you know? 89% of consumers base their purchasing decisions on brand loyalty. That means protecting your brand reputation is crucial. We're your marketing guardian angels, crafting strategies that: Safeguard Your Reputation: We monitor online conversations and address any negativity before it spreads its wings. Promote Brand Advocacy: We nurture relationships with your audience, turning them into loyal brand ambassadors, just like those adorable Flicky chicks. Build Trust and Credibility: We develop transparent communication strategies that keep your audience informed and engaged. Don't let your brand fall victim to online predators. Becanvas is your Mama Flicky, fiercely protecting your reputation and fostering brand loyalty that soars. #Becanvas #BrandProtection #MamaFlickyVibes #BrandAdvocacy #OnlineReputationManagement #MarketingGuardians

𝐖𝐡𝐲 𝐁𝐫𝐚𝐧𝐝𝐬 𝐍𝐞𝐞𝐝 𝐭𝐨 𝐂𝐨𝐧𝐧𝐞𝐜𝐭 𝐨𝐧 𝐚 𝐃𝐞𝐞𝐩𝐞𝐫 𝐋𝐞𝐯𝐞𝐥 In today's world, consumers are looking for more than just functional products. They want to connect with brands that share their 𝘷𝘢𝘭𝘶𝘦𝘴 and make a 𝘱𝘰𝘴𝘪𝘵𝘪𝘷𝘦 𝘪𝘮𝘱𝘢𝘤𝘵 𝘰𝘯 𝘵𝘩𝘦 𝘸𝘰𝘳𝘭𝘥. This is where purpose-driven advertising comes in. Ursula Mejía Melgar, Marketing Director Southern Europe for Diageo, joined us on the MCA Prodcast to share her insights on how Diageo’s brands create deep and meaningful connections with their consumers. 𝐊𝐞𝐲 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬: ➤ 𝑩𝒓𝒂𝒏𝒅𝒔 𝒉𝒂𝒗𝒆 𝒂 𝒓𝒆𝒔𝒑𝒐𝒏𝒔𝒊𝒃𝒊𝒍𝒊𝒕𝒚 𝒕𝒐 𝒄𝒉𝒂𝒏𝒈𝒆 𝒕𝒉𝒆 𝒘𝒐𝒓𝒍𝒅 Ursula argued that brands have a responsibility to go beyond selling products and contribute to a better world. This is not just about philanthropy, but about embedding purpose into the core of the brand identity. Statistics show that the advertising industry spends twice as much money as the film industry. This enormous reach gives brands the power to shape and reflect society. With such influence comes the responsibility to use it for good. ➤ 𝑨𝒖𝒕𝒉𝒆𝒏𝒕𝒊𝒄𝒊𝒕𝒚 𝒊𝒔 𝒆𝒔𝒔𝒆𝒏𝒕𝒊𝒂𝒍 𝒊𝒏 𝒂𝒍𝒍 𝒃𝒓𝒂𝒏𝒅 𝒎𝒆𝒔𝒔𝒂𝒈𝒊𝒏𝒈 One of the biggest challenges for brands is authenticity. Consumers can easily see through greenwashing and superficial attempts at purpose. True purpose needs to be embedded in the company's core values and reflected in all aspects of its operations, from production to advertising. ➤ 𝑻𝒉𝒆 𝒗𝒂𝒍𝒖𝒆𝒔 𝒐𝒇 𝒂 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒔𝒉𝒐𝒖𝒍𝒅 𝒃𝒆 𝒊𝒏𝒕𝒓𝒊𝒏𝒔𝒊𝒄 𝒕𝒐 𝒕𝒉𝒆 𝒄𝒐𝒓𝒆 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒔𝒕𝒓𝒂𝒕𝒆𝒈𝒚 Diageo is a prime example of a brand integrating sustainability and inclusion into every element of its business strategy. Dove is another example, showcasing the success of purpose-led advertising with its "Real Beauty" campaign. This campaign challenged societal norms and empowered women, demonstrating the positive impact brands can have. ➤ 𝑩𝒓𝒂𝒏𝒅𝒔 𝒏𝒆𝒆𝒅 𝒕𝒐 𝒂𝒔𝒌 𝒕𝒉𝒆𝒎𝒔𝒆𝒍𝒗𝒆𝒔 𝒅𝒊𝒇𝒇𝒊𝒄𝒖𝒍𝒕 𝒒𝒖𝒆𝒔𝒕𝒊𝒐𝒏s The conversation needs to shift. Instead of focusing solely on product benefits, brands and agencies need to ask themselves deeper questions about their impact throughout the entire value chain. This includes considering the environmental footprint of production, the diversity and inclusion of their workforce and partners, and the overall message they are communicating. By taking the time to ask the right questions, brands can act with 𝒑𝒖𝒓𝒑𝒐𝒔𝒆 and create 𝒎𝒆𝒂𝒏𝒊𝒏𝒈𝒇𝒖𝒍 𝒄𝒐𝒏𝒏𝒆𝒄𝒕𝒊𝒐𝒏𝒔 𝒘𝒊𝒕𝒉 𝒄𝒐𝒏𝒔𝒖𝒎𝒆𝒓𝒔. This ultimately leads to a more sustainable and equitable future for both brands and society as a whole. Such great insight from Ursula. For more, listen to the full episode for free:  https://lnkd.in/edQigpTc #brands #values #purpose #connections #change