"The evolving role of the men in society is a topic that is complex and layered," Bhalla said. Branding Creativity Creative Cities, Street Art, and 'Making Your Name Sing' 4. Branding the Postfeminist Self The Labor of Femininity 3. Branding Consumer Citizens Gender and the Emergence of Brand Culture 2. Pankaj Bhalla, the North America brand director at Gillette, told NBC News "I think the primary driver of why we wanted to have the conversation was because when we were searching for the best definition-the 2019 definition-of the best a man can get, it became critically clear that many men are incredibly good but they can do so much to be better."īhalla said Gillette "was not trying to be part of fad" but has "the responsibility of talking to our consumers about what we can be doing better, and that’s what this campaign is about." Acknowledgments Introduction: Branding the Authentic 1. “Brands have to ask themselves, ‘Is the weight of the topic I’m broaching commensurate with the weight of my product?’ Because that’s when brands get out of step.” In her book Authentic TM author Sarah Banet-Weiser tackles one of the pressing questions of this century: Authenticity in connection with branding. “When brands try to do cause marketing, the big issue is the weight of the topic,” he told NBC News. Baiocco cautions brands to be careful in their approach to timely causes.
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