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linkedin While the pandemic spurred many brands and organisations to rally together, some also used it as a chance to launch questionable marketing strategies and offerings. Simultaneously, some brands also jumped on the #BlackLivesMatter movement which launched a global conversation around institutional and social injustices but they didn’t always land as expected. Mondelez: An impersonal human approach In November, confectionary giant Mondelez launched its new global marketing strategy dubbed ‘humaning’. The brand described it as a “unique, consumer-centric approach to marketing that creates real, human connections with purpose”. The brand added that it is “no longer marketing to consumers, but creating connections ....
linkedin While the pandemic spurred many brands and organisations to rally together, some also used it as a chance to launch questionable marketing strategies and offerings. Simultaneously, some brands also jumped on the #BlackLivesMatter movement which launched a global conversation around institutional and social injustices but they didn’t always land as expected. Mondelez: An impersonal human approach In November, confectionary giant Mondelez launched its new global marketing strategy dubbed ‘humaning’. The brand described it as a “unique, consumer-centric approach to marketing that creates real, human connections with purpose”. The brand added that it is “no longer marketing to consumers, but creating connections ....