From Brexit to foreign aid, gay marriage to workplace diversity, the brand's political message has taken over shop windows, websites and packaging over the last few years.
64% of consumers now make their buying decisions based on the company's social or political position and Nike's profits rise 31% just days after the controversial Colin Capanic ad It was less important to show your brand's philosophy through your marketing.
Your brand is no longer just Cork Bicycle Rent zone your product, but your personality, your beliefs, and your vision of the world around you. By keeping silence about your country's biggest problems, you run the risk of being considered a collusion. But how can you show your lasting commitment and values without looking like a transparent marketing strategy for quick cash earning?
Political activity is sound. Explicit self-promotion is not. As you push your political agenda, think about the conversation you want to make, whether it's an anti-animal experiment or a remnant. How do you want to raise awareness and show your brand's stance on the topic? It could be a full-fledged advertising campaign like Iceland did with a lantern for a palm oil campaign, or the CEO wrote a personal letter to social media, as Mark Zuckerberg did on immigration issues . May write .
Whatever your plan, it should accompany your current marketing strategy and will not be used as an exploitative trick. Be personal, explain why people need to be aware of this issue, and explain the background and reasons. The Icelandic ad had nothing to do with the food, and Nike's controversial Colin Kaepernick ad upheld the football star's stance on police atrocities. Still, both helped companies steal headlines and boost their products.
Photo provider: Nike
Get to know your team and industry
There is no point in deciding to push a particular message if the employee is not attending. After all, any stance on social issues can come from directors and executives at the top of the corporate chain, rather than from the PR team.
Understand MDs, CFOs, and CTOs – Book in a 10-minute session to explore what they are passionate about and how they have reached their current role. Have they previously campaigned for charity? Maybe they have a strong view of how Brexit will affect your industry? You don't know any of this until you talk to them, but their views and background on something may be the difference between whether the editor is taking notes or not. Personality, background, and passion are important when publishing your people and their views.
Photo provider: Medium
Brands are becoming more and more influential with the aim of "influencing" the status quo and raising awareness of the pressing issues of society. Branding activities supported by real-life stories are powerful and speak to people. Incorporate billed messages into your PR and marketing strategies and use top people to give points on relative topics, but don't exclude the rest of your employees. Encourage them to speak out about society, get involved in the cause, and share their good deeds. Political neutrality no longer makes sense for business.
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