It is finally very refreshing to see that brands and consumers started fighting against stereotypes and standardization of marketing and advertising conceptual ideas. It is brands like Dove or United Colors of Benetton who gave the glamorous images a break and broke through years and years of "perfection" that has been communicated to the masses.
I believe this is the start of a shift in mentality and it will challenge brands who position themselves through the sex-appeal of their campaigns to step back and rethink their strategy. It seems to me that positioning your brand will mean taking the sexy out and looking for more down to earth and realistic concepts.
by Madalina Buzdugan
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