We all hear about the dangerous consequences of a youth-obsessed culture, but talk isn't enough. Someone has to take a stand for real change. Why not the group that already has a captive audience - the beauty industry
The growing trend to ditch the brand mascots of yesteryear – costumed characters, furry animals and/or talking cartoon characters whose playful presence lends a spirit of fun and identity to a brand – has been gathering momentum in recent years. Changing an image is one thing. Erasing an entire brand’s populist/institutional memory is another. What gives?
True or false: public relations should mirror all other marketing activities? The answer: a murky ‘it really depends on the situation’.
Trendwatching.com proclaimed servility to be the wave of the future for winning over consumers. By their definition, servile means “turning your brand into a lifestyle servant focused on catering to the needs, desires and whims of your customers, wherever and whenever they are.”
Pierce Mattie Communications caught up with Kelly Kovack of Brand Growth Management after her seminar “Discover the Packaging World” at Cosmoprof Asia.