Why brands matter, and always will paid Oracle
If you listen closely, you can hear advertisers and marketers salivating over such a large pool of prospective buyers. However, they must be careful not to overload people with too much sales-y language on these private channels.Just like any other marketing channel, courting customers there is all about building relationships—providing consumers with helpful hints, entertaining them, and, of course, responding to any questions and complaints.
There’s no shortage of brands that give back to society. Two noteworthy examples are TOMS Shoes and Warby Parker, which donate a pair of shoes and glasses, respectively, for every pair they sell. Among lesser-known brands, Ivory Ella, an apparel and lifestyle brand, donates 10% of its annual profit toward saving the world’s elephants.
But brands need to be careful not to overplay their goodness. Some companies, for instance, promote their eco-friendly products despite their full knowledge that those products harm the environment. Others publicly join the march toward a cure for cancer even though they use chemicals linked to the disease. And there’s a fine line between promoting the causes your company supports and being seen as exploiting those efforts for commercial gain.
As mentioned earlier, with great brand power comes great responsibility to market to customers and potential customers with the respect they deserve.
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