American marketers have an exquisite dilemma: should they stand against President Trump’s policies and risk alienating half their market, or stay impartial and weaken their brand values?
NEW THINKING
NEW THINKING
American marketers have an exquisite dilemma: should they stand against President Trump’s policies and risk alienating half their market, or stay impartial and weaken their brand values?
A few months back, when Marriott International was given government approval to acquire Starwood Hotels and Resorts Worldwide, there was no question that this was the biggest deal in the history of the modern hotel business.
There is an old list of marketing clichés that get trotted out with remarkable frequency by lame marketing professors and hack marketers. You can’t go a week without one of them cropping up and infecting us with its dreadful ennui-laden awfulness.
In recent weeks it’s been hard to avoid the digital versus TV war that looks set to dominate marketing.
Just over a year ago Jon Mandel, the former CEO of media agency Mediacom, stood up to speak at the Association of National Advertisers media conference in Miami. Mandel was the fourth of four to discuss the topic of transparency. As he rose there was little anticipation of what was to come.