Not the M word. HELEN ASTANIOU Head of Marketing at TIO Markets
There was once an time, when marketing was simple. Being involved in marketing meant f inding an innovative way to represent a brand either visually, or with a clever tag line. Some of the best and most memorable advertising taglines successfully influenced people’s’ widespread perception of a product of service. For instance, does anybody you know wear a diamond on their finger? Of course they do. Credit to DeBeers’ “A Diamond is Forever” campaign in the 1940s, which gave birth to the widespread and long standing trend of diamond engagement rings.
How about the image of the happy fat, red-clothed Santa? Marketing again. This time, credit to Coca Cola who influenced us to visualise Santa in exactly this way, instead of in his previous green, elvish garb.
Source: www.forevermark.com
There is no doubt that marketing can heavily influence people and their perceptions. And if the powerful tool of marketing is used responsibly, there is nothing wrong with that. Unfortunately for marketing folk like myself, there are times when you look upon less ethical campaigns and cringe. Perhaps you’re at the supermarket with your young children and the tantrums won’t end until you actually buy the Peppa Pig yogurt, even if the ingredients contain unnatural, incomprehensible additives likely to give
GAME CHANGERS Issue #29
