We’ve been engaged in an ongoing exploration of the state of consumer trust (which has recently reached record lows) and how brands can reverse the trend. Today’s consumers, empowered by technology to choose from a wide range of products and to interact with brands on an unprecedented level, prize authenticity, engagement, and social responsibility. It’s a tall order for brands that previously focused solely on selling a solution to a problem.
Marketing in 2017 is about more than solutions – it requires establishing a brand identity that resonates with many various subsets of our increasingly fractured culture. And as the demographics of consumer groups continue to change, brands must emphasize diversity but transcend tokenism. Does it all make your head spin? It all comes down to trust – whether or not consumers believe that your brand has their best interests at heart. Continue Reading
As I read, I found the concept of JetBlue's free flights to be a very smart combination of conscious capitalism and social media marketing efforts.
JetBluebought Tameka Lawson a “free” plane ticket to New York City so she could attend a nonprofit conference. However, the ticket came with one condition: once her flight had concluded, Lawson had to choose another person in need to receive a free plane ride. Her selected recipient would then have to do the same, creating a generous daisy chain of free plane tickets. The success of the campaign made its way onto Twitter and Facebook, and has since gone viral.