The Brand Safety issue is a big subject in the media right now and doesn’t look like it’s going away soon. For brands and organisations, it’s a reputational nightmare. You make some entertaining and informative video content and suddenly you get calls asking why your video is linked to or surrounded by other content that is extremist, offensive, pornographic, or at its simplest just contrary to your own brand’s ethics and values. For example, you are a family brand selling healthy cereal and you find yourself linked with a very explicit lyrics and imagery from the band Cradle Of Filth, famous for their songs that are violent, sexist, and overtly sexual. That’s a PR disaster that is none of your doing but the problem is you are now in damage limitation mode.
Birdsong is a wonderful London-based online fashion store with a genuine promise of “no sweatshops and no photoshop!” A brand who believe in keeping it real and keeping it fair.
Birdsong’s simple mission is to revolutionise the way women dress. Making sure their clothes are made with care and skill and at the same time giving help to local women’s organisations.
“From migrant seamstresses, knitting grannies to all our customers, we unite women.”
Many women workers are exploited for the sake of fashion. Birdsong reject that philosophy. They just want a fun way to do fashion that doesn’t make women feel ashamed about their size and shape.
The dangers of bringing your agencies in-house.
I suppose there was a sense of schadenfreude amongst a lot of agencies when they watched the PR car car-crash that piled up around the Pepsi Kendall Jenner ad campaign. It was supposed to be an example of good advertising crafted by an in-house creative powerhouse.
In the driving seat that fateful day was Kristin Patrick, senior VP-global brand development. Mr Jakeman, President of PepsiCo Global Beverage Group had praised the ad on Twitter on Tuesday morning shortly after it was released, saying he was “super proud of the @PepsiCo #CreatorsLeague for producing this,” but the tweet has since been deleted. Another danger of deleting your soon-regretted statements of support is that news of your deletion also goes viral! Only adding to the sense of incompetence.
“To create a delicious ‘all natural’ milk drink without using refined sugar, artificial preservatives and colourings and serve it in a container that didn’t look like a domestic cleaning product.’
Looking for then latest health drink? Want to live a champagne lifestyle without piling on the pounds? Well we may just have the fizz for you…
Thomson & Scott’s ‘Skinny’ prosecco contains only 67 calories per glass. Even health-fanatic Ellie Goulding is a big fan, with an Instagram message of support saying ‘I’LL TAKE IT’.
– If you’re like startup Tootle, a new challenger and you want to drive traffic to your website where do you start? They aim to disrupt the £45 billion UK used car market. Tootle matches private sellers to dealers wanting to source specific cars directly from the public. By streamlining the sales process and removing middlemen, they aim to drive better prices and a smoother experience for both sellers and dealers.
Promoting Challenger Brands
The power of advertising can turn around a brand in a short timeframe, but there are some big players that have done this more obviously than others. Innocent are one brand who, with help from a 30 second clip, became a challenger brand and grew their business across the last 6 years to unimaginable heights, highlighting the power that TV advertising holds when done right.
Now iOS 9 is out in the wild, advertisers are kicking and screaming in panic about the ad blocking support and functionality it brings. Advertisements bring forth huge chunks of revenue, $27.5 billion in the US (for the first half of 2015). Blocking ads hurts an age old model of revenue, but the ad blockers aren’t going to topple the $60+ billion online advertising industry in one fell swoop. The industry is vast, too important and touches too many.