It’s not about messaging
Rather than striving to “surprise and delight,” brands’ end goal should be to help make that happen through rigorous self-examination around their place in a terrifyingly precarious world. Crucially, this self-examination isn’t another marketing tool to be leveraged for brands to show they’re “doing the right thing.”
These cultural shifts toward more interconnected outlooks aren’t to be seen as a trend to inform marketing campaigns or as inflections in a brand’s messaging. They’re opportunities to invest in wholesale shakeups of who they are, what they do, how they do it and why. It’s introspective, internal work—a way for brands to be accountable to themselves, and more importantly, to the world itself, investing in the future of the planet and everything that lives on it.
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