"Speaking at The Drum's Future of Marketing event...James Hayr, head of global sales at Endemol Shine, suggested that those looking to emulate the success of a brand like Dove are often underestimating the 'huge amount of authenticity and degree of commitment' needed to succeed."'The thing about making it work is having a long-term commitment, because if you just turn up and then disappear, particularly around areas that people really care about, it won't work. You must be in it for the long-haul. You have to add something to [that cause] rather than just reflect it,' he said."
"I don't think all brands need to align themselves with something cultural or political or ethical, they need to market their brands. If it genuinely suits them to be political or ethical then that is fine, but I don't agree all brands need to be a Dove. That is a one off in a way. Very often people don't care that much. Often brands need to shut up."
Want to stay on top of global trends, best practices and industry news in loyalty marketing?
Subscribe here for the FREE Wise Marketer weekly newsletter