Our industry must reckon with how we\u2019ve trivialised activism by turning it into comms strategy \u2013 only to abandon it<\/p>\n
Nobody likes to admit we need marketing, but the discipline has always been necessary to match people with the products and services that fulfil their needs and desires.<\/p>\n
It started simply enough, with us focusing primarily on brands\u2019 features and tangible benefits. But as consumer society evolved, we moved on to symbolic benefits: identities, lifestyles. Finally, we began selling values: an ideology that hit its zenith between 2015 and 2022 in the era of \u201cbrand purpose\u201d.<\/p>\n
Eugene Healey is brand strategy consultant, educator and creator<\/p>\n
Continue reading…<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" Our industry must reckon with how we\u2019ve trivialised activism by turning it into comms strategy \u2013 only to abandon it Nobody likes to admit we need marketing, but the discipline has always been necessary to match people with the products and services that fulfil their needs and desires. It started simply enough, with us focusing … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-37967","post","type-post","status-publish","format-standard","hentry","category-blog"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/news2shorts.com\/index.php\/wp-json\/wp\/v2\/posts\/37967","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/news2shorts.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news2shorts.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news2shorts.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/news2shorts.com\/index.php\/wp-json\/wp\/v2\/comments?post=37967"}],"version-history":[{"count":0,"href":"https:\/\/news2shorts.com\/index.php\/wp-json\/wp\/v2\/posts\/37967\/revisions"}],"wp:attachment":[{"href":"https:\/\/news2shorts.com\/index.php\/wp-json\/wp\/v2\/media?parent=37967"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news2shorts.com\/index.php\/wp-json\/wp\/v2\/categories?post=37967"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news2shorts.com\/index.php\/wp-json\/wp\/v2\/tags?post=37967"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}