Uprising Movements talks in this article about how agencies need to solve a brand’s problem through more than just advertising. Agencies that can make consumers in their client's target group believe in something, in a message, a cause or a movement are the ones to stand out in these times. At D<>B we also believe that those brands that have a cause, a culture or something to believe in and stand for, that appeals to consumers' current or desired perception of self is a strong foundation for creating competitive advantage. This needs to be about more than donating a fraction of profits to charitable causes, it has to be actual, genuine efforts for a brand and company to be in a certain way, then this kind of transparency can make for some of the strongest ways of creating long-lasting relationships between consumers and brands. Or as the article puts it, brand immersion is a way to make the consumer feel they belong, and making a consumer feel as if they belong and are a part of something is how you get ahead – as a brand, and therefore also as an agency helping brands achieve this.
Brand causes to believe in
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