Marketing is critical to your brand. It’s where the rubber hits the road in terms of your business walking its talk in terms of reflecting your values and mission.
There are two major brands that must have their crisis public relations team working overtime. United Airlines well-known tagline of “Fly the friendly skies” can, in light of recent events, only ever be heard now as an ironic punchline. Their brand promise seems fully at odds with a recent incident when United had a man physically dragged off an overbooked flight. This incident, on the heels of United refusing to fly some young girls for wearing inappropriate clothing ie leggings. In an era of instant reporting through iphones, social media channels, and hashtags, United needs to regroup in a major way to stop people from voting with their wallets and flying with another airline.
A second brand that had had their marketing efforts hit the proverbial fan in terms of public response, was Pepsi with its “protest” ad featuring Kendall Jenner bridging the gap between police and protesters by offering a can of their product. The ill-fated ad was only up for 24 hours, but it continues to make the rounds of comedy shows and social media discussion for a tone-deaf marketing campaign. As author Ron Tite observed, they “put product before purpose.”
With these current marketing debacles swirling in the news, the timing of The Art of Marketing was perfect. I was honoured to graphically capture the key insights and experience from a diverse and talented line-up of keynote speakers who shared their expertise on how to do marketing right in this day and age.
Here are the top 10 marketing tips I took away from my experience at The Art of Marketing: