Does your brand stay out of trouble and avoid expressing opinions that may cause offence? Is a neutral position on political, environmental, social, technological, legal or economic issues still really the best strategy for a B2B brand? Is staying above the fray a safe space?
Digital advertising in a world of fake news.
I read a fascinating article in ‘The Drum’ this morning. They reported on comments by the Unilever CMO Keith Weed. Keith, about to make a speech at the IAB annual leadership meeting, is calling for the digital media landscape to clean up its act. Why is this important?
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Salesforce, HubSpot, Airbnb, Deliveroo, Uber, these brands launched to deal with problems we didn’t even know we had and are commonly described as “disruptive” companies that use technology to make our lives easier.
The average lifespan of a new business, however, is now significantly shorter. Organisations need to be agile enough to respond to fast-changing market and consumer trends. When it comes to securing the future of a business, reputation is everything. It keeps people buying products and subscribing to services. So, how can businesses manage brand reputation whilst disrupting an industry?