Brand Marketing

It has long been a task of marketing to change people’s minds. Perhaps the most difficult task of all as people grasp firmly to their beliefs.

Marketers who already have an orientation toward creating value for customers in the markets they and their businesses serve can broaden understanding of that value by focusing more broadly on how marketing actions, products, services, and other market interventions contribute to improvements in the quality of life.

As we get used to living with a global pandemic and the resulting economic fallout, brands and advertisers are changing the way they communicate with customers in our ‘new normal.’

All generalizations are false. Including this one. Local campaigns always beat global campaigns. Always. Except when they don’t. If there is ever a topic that gets heated, it is the local versus global marketing debate. People get angry.

Generation Z, the cohort aged 13-22, is the first generation to grow up surrounded by mature technology and platforms (social and entrepreneurial). Their foundation of digital capabilities and hyper-connectedness is unleashing tremendously fluid and vibrant creative expressions. In the US alone, a report from Mintel in 2013 estimated the purchasing power of Gen Z to be $44 billion. Tapping into that market means brands have to understand what this generation means when they say “be yourself” (which, according to a research report from JWT Intelligence and Snapchat is the top phrase this group used to describe itself).