Using Value-Based Marketing in 2017
Anita Tibbertsma11 Jan 2017
Christmas and New Year is a prime time for value-based campaigns. Charity advertising increases, generosity is emphasised, and brand-stories play out across the marketing world. In a commercially saturated climate, being noticed, instead of screened out, makes brand resonance one of marketing’s priorities. Consumer pressure for greater ‘authenticity’ sees brands melding target market’s behaviour patterns, goals and belief systems into their campaigns in order to generate engagement.