The panel posed the question, 'Is your brand brave enough?' and presented new research on how consumers view brands that take stands.
The comments were made by panelists to a room of more than 100 marketers at the Cannes Lions International Festival of Creativity 2023, hosted by Insider.
The survey also showed that consumers respond to advertising that surrounds first-person storytelling, which the data shows results in a 20% higher purchase consideration. The speakers talked through examples of bold initiatives from their own brand work, including Diageo's 2022for J&B that ran in Spain, featuring a grandfather who learned how to put on makeup to support his transgender granddaughter.
Goodby spoke about how important it is to understand the brand"context" when creating these kinds of campaigns."Every brand has a context ... and the context of your brand has to be taken into account," he said.
Insider Intelligence's Enberg said,"One of the most important things to remember as a brand, as you're thinking about taking a stand, when you're thinking about being brave, is that when you do your voice is going to be amplified. You will probably also be put under a microscope."
Canada Latest News, Canada Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
6 compelling insights from CMOs at Cannes Lions 2023These six CMOs told us about some of the positive things they are seeing in their brands and the broader marketing world.
Read more »
Meghan Markle is ‘not a great’ talent, UTA CEO says after Spotify podcast goes bust“Turns out Meghan Markle was not a great audio talent, or necessarily any kind of talent,” Jeremy Zimmer said at the 2023 Cannes Lions festival.
Read more »
What Hip-Hop Can Teach Us About The Impact Of AI On CreativityAt the Cannes Lions International Festival of Creativity, there was sure to be some utterance of the phrase AI in a keynote speech, on a panel, or in discussion over rosé.
Read more »
The alluring beauty of Krystal Jung rediscovered in Cannes | allkpopKrystal Jung graced the July issue of the fashion magazine ‘Elle Korea’ with a photo shoot. As an ambassador for Ralph Lauren, Krystal sh…
Read more »
4 sea lion pups born at SeaWorld San AntonioSeaWorld San Antonio has welcomed four baby sea lions to the family.
Read more »
Sick sea lions washing ashore in California due to algae bloomRescued from the beach, a sick sea lion and her newborn pup are now on the mend with dozens of others at a marine mammal care center, part of effort by California wildlife experts responding to a sudden surge in animals falling ill to a neurotoxin.
Read more »