Magazine article Marketing

Opinion: The Marketing Society Forum - Is It Possible for Brands to Market Ethically?

Magazine article Marketing

Opinion: The Marketing Society Forum - Is It Possible for Brands to Market Ethically?

Article excerpt

Brands' levels of consumer insight have never been higher, but how appropriate is their behaviour as they tap into their customers' hopes and aspirations?

CHERYL GIOVANNONI, MANAGING DIRECTOR, LANDOR ASSOCIATES

It is not only possible, but soon brands will have little choice but to behave in ways that are beyond reproach.

In highly developed markets where consumers are often cynical about brands, word of mouth is increasingly the main source of recommendation And the brands most likely to be recommended are from companies that are ethical in the way they behave.

With the explosion of blogs and online social networking, word of mouth has become one of the most potent brand-management tools available There is no longer anywhere to hide - your brand will be found out and rejected unless you commit to ethical business and marketing practices.

JULIE MCKEEN, MARKETING DIRECTOR, TBWA\LONDON

Shoppers are more savvy than they used to be, and their trust in brands now revolves around the transparency of the message and the clarity of the benefit.

Trust builds value into brands. So if you don't have attributes in a product that will clearly benefit them more than those of the next brand, consumers will spot it.

It's not a charitable need, therefore, for marketers to act ethically - it's a business need. As Baudelaire said: 'For the merchant, even honesty is a financial speculation.'

If we don't embrace honesty, people will exercise their oft-mentioned right to choose - and choose to turn their back on a supposed friend who's let them down. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.