A question on Twitter prompted me to write about why I call myself a full stack marketer on LinkedIn. While one reason is the audience I connect to on LinkedIn and their familiarity with the phrase, the more important part is the experience and expertise that qualifies one for the usage. This is my version.
The pressure test being carried out thanks to a virus induced lockdown has resulted not just in shifts in consumer behaviour, but a trend among brands to espouse social causes. In an earlier post I had commented on the challenges of brands becoming “woke”, but what is the long term impact on consumption and brand building?
Across the world, brands are waking up to the need to be part of larger cultural narratives. But being ‘woke’ brings its own challenges.
A bunch of factors – ranging from an explosion of interfaces to the expectation from brands to take a stance on societal issues – made me reflect on the idea of brand. Is being consistent the way forward, or does retaining the brand essence in vastly different contexts warrant a different approach?
Brands not using the local language has long been a pet-peeve for many consumers and marketing practitioners as well. It is true that sometimes the reasons offered are callous, but there are chances that there has been some thought put into it. This is an attempt to bring out a few of these possibilities.