Post by account_disabled on Jan 8, 2024 4:05:28 GMT
We are in a turbulent time where brands need to reinvent themselves more than ever to reach their potential customers. For some time now, purpose, values and social responsibility in general have become one of the most important points of companies. However, it seems that some of them are not very clear about how to connect with the public through their more responsible campaigns. Mark Ritson tells it in MarketingWeek , referring to the latest Mondelez International campaign. Named 'Humaging', the brand wanted to launch a message in which its marketing is focused on real human connections with a purpose. Well, for Ritson this is "a new entry in the top 10 marketing shit of all time ", an exclusive list created by the columnist. If you do not display the embedded video correctly, click here . «And there I was thinking that 2020 was already as horrible a year as anyone could imagine . But just when you thought it couldn't get any worse, Mondelez marketers shouted, 'Hold my beer,' and lowered the bar even further with their 'Humaning' concept," Ritson says. This has also resulted in the brand having to deactivate the comments on the video on YouTube.
Even so, social networks are not forgiving and have been filled with critical comments about this new 'millennial' concept. Is it, as a Ritson colleague pointed out, the biggest bullshit in marketing history? "No, it definitely isn't." For Ritson it falls into its Top Phone Number List 10 of what it has called the 'BS Marketing Index' , where it uses a "highly scientific" formula to evaluate all major marketing pronouncements and give it a BS Index score of 1 to 100, but not in number 1. The numbers range from 1 (smart) to 10 (stupid) as far as absurdity is concerned. And, on the other hand, in "how much damage" this idea has caused in the marketing industry: from 1 (none) to 100 ('thermonuclear'). This is the ranking of the 'Top 10 shitty marketing' in history. 1. Abraham Maslow "Absolute nonsense," is how Ritson defines the 'Theory of Human Motivation' published by Abraham Maslow in Psychological Review in 1943. This theory was finally disproved by the Native Americans of the 'Blackfoot' reservation as it was "totally incorrect" when applied to their culture and identity. After that, it has been criticized for gaps in the stages and incorrectness in their position , which evolve depending on geography and culture. "So, basically everything," says Ritson. 2. Mark Zuckerberg and the first Facebook advertisement Mark Zuckerberg introduced the inclusion of advertising on Facebook for the first time in 2007 .
The words of the creator of Facebook, where he assured that "advertisers would begin to be part of the online conversation", have been defined by Ritson as "complete nonsense." In the long run, what Zuckerberg sold had to evolve his advertising into graphics and video as if it were television and press. "But the damage had already been done and for more than a decade a series of confused advertisers tried to argue that talking to consumers was dead and that talking to them was the way to go," he points out. 3. Peter Arnell and Tropicana Peter Arnell choked on the Tropicana. One of the most praised branding designers in the world came face to face with his own Trojan horse. The Tropicana design he made completely changed the brand's distinctiveness and the way he tried to explain this change was even worse. So much so that the PepsiCo company withdrew the design and returned to its previous packaging. If you do not display the embedded video correctly, click here . 4. Rosser Reeves and USP Rosser Reeves has built its reputation for years on the idea that brands need a unique selling proposition to be successful . That is, something that in 1950 made sense, "was actually nonsense."
Even so, social networks are not forgiving and have been filled with critical comments about this new 'millennial' concept. Is it, as a Ritson colleague pointed out, the biggest bullshit in marketing history? "No, it definitely isn't." For Ritson it falls into its Top Phone Number List 10 of what it has called the 'BS Marketing Index' , where it uses a "highly scientific" formula to evaluate all major marketing pronouncements and give it a BS Index score of 1 to 100, but not in number 1. The numbers range from 1 (smart) to 10 (stupid) as far as absurdity is concerned. And, on the other hand, in "how much damage" this idea has caused in the marketing industry: from 1 (none) to 100 ('thermonuclear'). This is the ranking of the 'Top 10 shitty marketing' in history. 1. Abraham Maslow "Absolute nonsense," is how Ritson defines the 'Theory of Human Motivation' published by Abraham Maslow in Psychological Review in 1943. This theory was finally disproved by the Native Americans of the 'Blackfoot' reservation as it was "totally incorrect" when applied to their culture and identity. After that, it has been criticized for gaps in the stages and incorrectness in their position , which evolve depending on geography and culture. "So, basically everything," says Ritson. 2. Mark Zuckerberg and the first Facebook advertisement Mark Zuckerberg introduced the inclusion of advertising on Facebook for the first time in 2007 .
The words of the creator of Facebook, where he assured that "advertisers would begin to be part of the online conversation", have been defined by Ritson as "complete nonsense." In the long run, what Zuckerberg sold had to evolve his advertising into graphics and video as if it were television and press. "But the damage had already been done and for more than a decade a series of confused advertisers tried to argue that talking to consumers was dead and that talking to them was the way to go," he points out. 3. Peter Arnell and Tropicana Peter Arnell choked on the Tropicana. One of the most praised branding designers in the world came face to face with his own Trojan horse. The Tropicana design he made completely changed the brand's distinctiveness and the way he tried to explain this change was even worse. So much so that the PepsiCo company withdrew the design and returned to its previous packaging. If you do not display the embedded video correctly, click here . 4. Rosser Reeves and USP Rosser Reeves has built its reputation for years on the idea that brands need a unique selling proposition to be successful . That is, something that in 1950 made sense, "was actually nonsense."