Skip to content
  • Digital Marketing
International Branding Online

International Branding Online

International Branding Blog – Conneting brands to the universe

  • xfinity Speed Test
  • Free Job Posting in Dubai
  • Web Design Dubai
  • Coconut Cream
  • Saffron
  • Dubai Offers
  • Toggle search form
  • The Six-Step Creative Process Of A Fashion Icon Branding
  • Stella Artois Branding
  • Employees Are Central To Leadership Marketing Branding
  • A BRAND CALLED NIGEL KENNEDY Branding
  • Are Bots Coming For Your Job? With the Right Leadership, Human-Centered Innovation Will Help You Thrive Branding
  • Data-Driven Branding
  • More with Less Branding
  • Hellmann’s Branding

marketing b.s. detector

Posted on January 9, 2022 By aathif No Comments on marketing b.s. detector

"Marketing B.S. Detector" cartoon

Marketing has always been a little full of it and there are many forms of marketing B.S.  Ironically, the more that brands push to sound “authentic”, the more these efforts can come across as fake.

YUM! Brands CMO Ken Muench oversees global marketing for KFC, Pizza Hut, and Taco Bell.  He has a particular pet peeve about brand purpose. He recently told MarketingWeek:

“Brand purpose truly is a bunch of crap, because it’s disingenuous. You’re saying, ‘My purpose is to make the world a better place’. No, your purpose is to make money…

“What I rally against is training marketers to use ‘purpose’ as a way of defining and marketing your brand. It often leads to very fake communication that belittles any real effort companies are trying to achieve.”

With so many brands sounding off on the same issues, most purpose-driven marketing is not only not resonating; it’s not cutting through the clutter.

A 2019 study from DoSomething Strategic found that 58% of younger consumers would be likely to buy from brands that support a social cause, yet only 12% had top-of-mind associations (unaided awareness) between brands they knew and their causes.   Providing a list of social causes (aided awareness) only increased these associations to 24%.  

Marketers need to cultivate a B.S. detector at least as sensitive as the customers they’re trying to reach.

Here are a few related cartoons I’ve drawn over the years:

fake influence and authenticity – August 2018

  • Paid licensing options include high resolution download.
  • Presentation $35.00 Add to Cart
  • Newsletter or Website $100.00 Add to Cart
  • Corporate Blog/Sponsored Post $50.00 Add to Cart
  • Looking for other licensing options? click here
  • View Cart

Share

  • Share this Marketoon

| Read Post

marketing authenticity – August 2014

  • Paid licensing options include high resolution download.
  • Presentation $35.00 Add to Cart
  • Newsletter or Website $100.00 Add to Cart
  • Corporate Blog/Sponsored Post $50.00 Add to Cart
  • Looking for other licensing options? click here
  • View Cart

Share

  • Share this Marketoon

| Read Post

targeting generation z – June 2017

  • Paid licensing options include high resolution download.
  • Presentation $35.00 Add to Cart
  • Newsletter or Website $100.00 Add to Cart
  • Corporate Blog/Sponsored Post $50.00 Add to Cart
  • Looking for other licensing options? click here
  • View Cart

Share

  • Share this Marketoon

| Read Post

marketing to generation Z – March 2015

  • Paid licensing options include high resolution download.
  • Presentation $35.00 Add to Cart
  • Newsletter or Website $100.00 Add to Cart
  • Corporate Blog/Sponsored Post $50.00 Add to Cart
  • Looking for other licensing options? click here
  • View Cart

Share

  • Share this Marketoon

| Read Post

Your Ad Ignored Here
“If marketing kept a diary, this would be it.”
– Ann Handley, Chief Content Officer of MarketingProfs

Order Now

The post marketing b.s. detector first appeared on Marketoonist | Tom Fishburne.

Branding

Post navigation

Previous Post: Need to improve your marketing? Start with your P.O.V.
Next Post: Humanizing AI, Automation, Robotics, and the Future of Business

Related Posts

  • Customer Discovery Branding
  • Returning to the Office Branding
  • Michelob Ultra Branding
  • brand experience and the metaverse Branding
  • My new friend Roy Edwards at… Branding
  • WHY I LOVE BEING A MOTIVATIONAL SPEAKER Branding

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Recent Posts

  • How AI Is Driving Sales In E-Commerce
  • Sparity Names Brian Solis as One of the Top 25 Digital Transformation Influencers You Need to Follow
  • What’s the Marketing ROI?
  • The journey to AI: empowering retail to deliver on experience
  • Why Fear Based Advertising Wins

International Branding Blog - The best branding blog | Articles on brand strategy, terminology, design, exceptional brands, and interviews.

  • xfinity Speed Test
  • Free Job Posting in Dubai
  • Web Design Dubai
  • Coconut Cream
  • Saffron
  • Dubai Offers
  • Upgrading the Airport Experience for Travelers – Airport Experience Conference Branding
  • Affluence & Frequency of Purchase Branding
  • Generation novel: How to engage the new post-pandemic customer Branding
  • The Futurists: The Future of Walmart with Srujana Kaddevarmuth Branding
  • Aperol Branding
  • New Product Development – Corporations versus Startups Branding
  • Maybe You Didn’t Realize How Much You Light Up Everyone Around You Branding
  • Meta Needs Brand Basics To Win Branding

International Branding Blog - The best branding blog | Articles on brand strategy, terminology, design, exceptional brands, and interviews. Copyright © 2022 International Branding Online.

Powered by PressBook News Dark theme