Puja Darbari’s Post

𝐖𝐡𝐲 𝐁𝐫𝐚𝐧𝐝𝐬 𝐍𝐞𝐞𝐝 𝐭𝐨 𝐂𝐨𝐧𝐧𝐞𝐜𝐭 𝐨𝐧 𝐚 𝐃𝐞𝐞𝐩𝐞𝐫 𝐋𝐞𝐯𝐞𝐥 In today's world, consumers are looking for more than just functional products. They want to connect with brands that share their values and make a positive impact on the world. This is where purpose-driven advertising comes in. Ursula Mejía Melgar, Marketing Director Southern Europe for Diageo, joined us on the MCA Prodcast to share her insights on how Diageo’s brands create deep and meaningful connections with their consumers. ➤ 𝑩𝒓𝒂𝒏𝒅𝒔 𝒉𝒂𝒗𝒆 𝒂 𝒓𝒆𝒔𝒑𝒐𝒏𝒔𝒊𝒃𝒊𝒍𝒊𝒕𝒚 𝒕𝒐 𝒄𝒉𝒂𝒏𝒈𝒆 𝒕𝒉𝒆 𝒘𝒐𝒓𝒍𝒅 Ursula argued that brands have a responsibility to go beyond selling products and contribute to a better world. This is not just about philanthropy, but about embedding purpose into the core of the brand identity. Statistics show that the advertising industry spends twice as much money as the film industry. This enormous reach gives brands the power to shape and reflect society. With such influence comes the responsibility to use it for good. ➤ 𝑨𝒖𝒕𝒉𝒆𝒏𝒕𝒊𝒄𝒊𝒕𝒚 𝒊𝒔 𝒆𝒔𝒔𝒆𝒏𝒕𝒊𝒂𝒍 𝒊𝒏 𝒂𝒍𝒍 𝒃𝒓𝒂𝒏𝒅 𝒎𝒆𝒔𝒔𝒂𝒈𝒊𝒏𝒈. One of the biggest challenges for brands is authenticity. Consumers can easily see through greenwashing and superficial attempts at purpose. True purpose needs to be embedded in the company's core values and reflected in all aspects of its operations, from production to advertising. ➤ 𝑻𝒉𝒆 𝒗𝒂𝒍𝒖𝒆𝒔 𝒐𝒇 𝒂 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒔𝒉𝒐𝒖𝒍𝒅 𝒃𝒆 𝒊𝒏𝒕𝒓𝒊𝒏𝒔𝒊𝒄 𝒕𝒐 𝒕𝒉𝒆 𝒄𝒐𝒓𝒆 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒔𝒕𝒓𝒂𝒕𝒆𝒈𝒚. Diageo is a prime example of a brand integrating sustainability and inclusion into every element of its business strategy. Dove is another example, showcasing the success of purpose-led advertising with its "Real Beauty" campaign. This campaign challenged societal norms and empowered women, demonstrating the positive impact brands can have. ➤ 𝑩𝒓𝒂𝒏𝒅𝒔 𝒏𝒆𝒆𝒅 𝒕𝒐 𝒂𝒔𝒌 𝒕𝒉𝒆𝒎𝒔𝒆𝒍𝒗𝒆𝒔 𝒅𝒊𝒇𝒇𝒊𝒄𝒖𝒍𝒕 𝒒𝒖𝒆𝒔𝒕𝒊𝒐𝒏𝒔. The conversation needs to shift. Instead of focusing solely on product benefits, brands and agencies need to ask themselves deeper questions about their impact throughout the entire value chain. This includes considering the environmental footprint of production, the diversity and inclusion of their workforce and partners, and the overall message they are communicating. 𝐁𝐲 𝐭𝐚𝐤𝐢𝐧𝐠 𝐭𝐡𝐞 𝐭𝐢𝐦𝐞 𝐭𝐨 𝐚𝐬𝐤 𝐭𝐡𝐞 𝐫𝐢𝐠𝐡𝐭 𝐪𝐮𝐞𝐬𝐭𝐢𝐨𝐧𝐬, 𝐛𝐫𝐚𝐧𝐝𝐬 𝐜𝐚𝐧 𝐚𝐜𝐭 𝐰𝐢𝐭𝐡 𝐩𝐮𝐫𝐩𝐨𝐬𝐞 𝐚𝐧𝐝 𝐜𝐫𝐞𝐚𝐭𝐞 𝐦𝐞𝐚𝐧𝐢𝐧𝐠𝐟𝐮𝐥 𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧𝐬 𝐰𝐢𝐭𝐡 𝐜𝐨𝐧𝐬𝐮𝐦𝐞𝐫𝐬. 𝐓𝐡𝐢𝐬 𝐮𝐥𝐭𝐢𝐦𝐚𝐭𝐞𝐥𝐲 𝐥𝐞𝐚𝐝𝐬 𝐭𝐨 𝐚 𝐦𝐨𝐫𝐞 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐥𝐞 𝐚𝐧𝐝 𝐞𝐪𝐮𝐢𝐭𝐚𝐛𝐥𝐞 𝐟𝐮𝐭𝐮𝐫𝐞 𝐟𝐨𝐫 𝐛𝐨𝐭𝐡 𝐛𝐫𝐚𝐧𝐝𝐬 𝐚𝐧𝐝 𝐬𝐨𝐜𝐢𝐞𝐭𝐲 𝐚𝐬 𝐚 𝐰𝐡𝐨𝐥𝐞. Such great insight from Ursula. For more, listen to the full episode for free: https://lnkd.in/edQigpTc #brands #values #purpose #connections #change

𝐖𝐡𝐲 𝐁𝐫𝐚𝐧𝐝𝐬 𝐍𝐞𝐞𝐝 𝐭𝐨 𝐂𝐨𝐧𝐧𝐞𝐜𝐭 𝐨𝐧 𝐚 𝐃𝐞𝐞𝐩𝐞𝐫 𝐋𝐞𝐯𝐞𝐥 In today's world, consumers are looking for more than just functional products. They want to connect with brands that share their 𝘷𝘢𝘭𝘶𝘦𝘴 and make a 𝘱𝘰𝘴𝘪𝘵𝘪𝘷𝘦 𝘪𝘮𝘱𝘢𝘤𝘵 𝘰𝘯 𝘵𝘩𝘦 𝘸𝘰𝘳𝘭𝘥. This is where purpose-driven advertising comes in. Ursula Mejía Melgar, Marketing Director Southern Europe for Diageo, joined us on the MCA Prodcast to share her insights on how Diageo’s brands create deep and meaningful connections with their consumers. 𝐊𝐞𝐲 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬: ➤ 𝑩𝒓𝒂𝒏𝒅𝒔 𝒉𝒂𝒗𝒆 𝒂 𝒓𝒆𝒔𝒑𝒐𝒏𝒔𝒊𝒃𝒊𝒍𝒊𝒕𝒚 𝒕𝒐 𝒄𝒉𝒂𝒏𝒈𝒆 𝒕𝒉𝒆 𝒘𝒐𝒓𝒍𝒅 Ursula argued that brands have a responsibility to go beyond selling products and contribute to a better world. This is not just about philanthropy, but about embedding purpose into the core of the brand identity. Statistics show that the advertising industry spends twice as much money as the film industry. This enormous reach gives brands the power to shape and reflect society. With such influence comes the responsibility to use it for good. ➤ 𝑨𝒖𝒕𝒉𝒆𝒏𝒕𝒊𝒄𝒊𝒕𝒚 𝒊𝒔 𝒆𝒔𝒔𝒆𝒏𝒕𝒊𝒂𝒍 𝒊𝒏 𝒂𝒍𝒍 𝒃𝒓𝒂𝒏𝒅 𝒎𝒆𝒔𝒔𝒂𝒈𝒊𝒏𝒈 One of the biggest challenges for brands is authenticity. Consumers can easily see through greenwashing and superficial attempts at purpose. True purpose needs to be embedded in the company's core values and reflected in all aspects of its operations, from production to advertising. ➤ 𝑻𝒉𝒆 𝒗𝒂𝒍𝒖𝒆𝒔 𝒐𝒇 𝒂 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒔𝒉𝒐𝒖𝒍𝒅 𝒃𝒆 𝒊𝒏𝒕𝒓𝒊𝒏𝒔𝒊𝒄 𝒕𝒐 𝒕𝒉𝒆 𝒄𝒐𝒓𝒆 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒔𝒕𝒓𝒂𝒕𝒆𝒈𝒚 Diageo is a prime example of a brand integrating sustainability and inclusion into every element of its business strategy. Dove is another example, showcasing the success of purpose-led advertising with its "Real Beauty" campaign. This campaign challenged societal norms and empowered women, demonstrating the positive impact brands can have. ➤ 𝑩𝒓𝒂𝒏𝒅𝒔 𝒏𝒆𝒆𝒅 𝒕𝒐 𝒂𝒔𝒌 𝒕𝒉𝒆𝒎𝒔𝒆𝒍𝒗𝒆𝒔 𝒅𝒊𝒇𝒇𝒊𝒄𝒖𝒍𝒕 𝒒𝒖𝒆𝒔𝒕𝒊𝒐𝒏s The conversation needs to shift. Instead of focusing solely on product benefits, brands and agencies need to ask themselves deeper questions about their impact throughout the entire value chain. This includes considering the environmental footprint of production, the diversity and inclusion of their workforce and partners, and the overall message they are communicating. By taking the time to ask the right questions, brands can act with 𝒑𝒖𝒓𝒑𝒐𝒔𝒆 and create 𝒎𝒆𝒂𝒏𝒊𝒏𝒈𝒇𝒖𝒍 𝒄𝒐𝒏𝒏𝒆𝒄𝒕𝒊𝒐𝒏𝒔 𝒘𝒊𝒕𝒉 𝒄𝒐𝒏𝒔𝒖𝒎𝒆𝒓𝒔. This ultimately leads to a more sustainable and equitable future for both brands and society as a whole. Such great insight from Ursula. For more, listen to the full episode for free:  https://lnkd.in/edQigpTc #brands #values #purpose #connections #change

THE MEDIA ONLINE NEWSLETTER l 23.08.2024 Delta Victor Bravo's Nomonde Keswe on breaking free of 'can't because' thinking. While frustrating in everyday life, for organisational culture, this mindset can be dire. Mondelēz International's Masego Letsebe on how can to connect with Gen Z consumers on their terms, while preserving the hard-won integrity of our brands. Rogerwilco, Digital Marketing Agency's Alexander Brand tackles the topic of synthetic data. And yes, it's a thing. Our Media Moves delivers news of moves in the media business. The Media. Got to love it. #media #advertising #mediabusiness #strategy #medianews https://lnkd.in/dBBPfQ9R

❤️🤝 OREO and Coca-Cola understand the power of friendship. By framing their collaboration around the concept of "besties," they're tapping into a relatable cultural trend and integrating context in a way that resonates with consumers on an emotional level. This partnership is a reminder that successful marketing is about building connections. #BrandCollaboration #Innovation #BrandStrategy #Marketing

❤️🤝 OREO and Coca-Cola understand the power of friendship. By framing their collaboration around the concept of "besties," they're tapping into a relatable cultural trend and integrating context in a way that resonates with consumers on an emotional level. This partnership is a reminder that successful marketing is about building connections. #BrandCollaboration #Innovation #BrandStrategy #Marketing

How can brands be a unifying force in today’s world? This is a thought-provoking piece from my colleagues exploring the role of brands in a deeply polarized society. Check it out on Fast Company.

Brands, regardless of their size, benefit from not acting their size. A good example is Coca-Cola with its "Share a Coke" campaign, customising bottles with first names, and acting ‘small’ to build a more personal relationship with their customers. Admit it, we all looked for our names on the bottle. 😂 Now, the funny thing is, small businesses often punch above their weight online to seem like a larger company than they are, projecting a sense of scale and reliability, effectively 'acting big' to gain consumer trust and compete with larger competitors. That’s because it's not about size - it's about strategy. It's not about how loud you shout or how high you stand, but about how well you can connect with your audience. Having your brand seen is not enough… being understood is where the real magic happens. ✨ 🌙 Have you seen this in action? How do you think large brands can connect with their audience on a deeper level? #LunarAgency #Branding #Birmingham #PerformanceMarketing

🚀🚀🚀 ❤️ Coke is it! 🚀🚀🚀 Coca-Cola is setting the bar high when it comes to employer branding. With a brand value increase of $8 billion, it's now the 10th most valuable brand in the world, according to Kantar. Not only that, but in the U.S., Sprite was named the #1 beverage brand for Gen Z by Morning Consult. And if that's not impressive enough, Coca-Cola was also named one of the top 10 innovative companies in augmented and virtual reality by Fast Company. It's no wonder that Coca-Cola is Gen Z's beverage of choice and one of the most valuable brands in the world. When it comes to employer branding, Coca-Cola has certainly done it right. #CocaCola #EmployerBranding #GenZ #Innovation #BrandValue

People today are increasingly looking to global brands to make the world a better place. For marketers, this expands our sphere of influence beyond driving the business to driving social impact as well. One powerful way of doing this is through inclusive #marketing. I had a great time sharing a glimpse into Mastercard’s approach to doing well by doing good at the Mumbrella #Finance Marketing Summit and the key takeaways are this:   ✅ You don’t need to be the head of #DEI to be a strong advocate for inclusivity. Each of us can be an outspoken champion.  ✅ Identify the link between your organization’s purpose and your inclusivity-driving initiative so there is a clear role for your brand. ✅ Work the business case – what will it take to drive revenue return whilst doing good? ✅ Identify solutions that can scale for your organization and your audience. ✅ Find like-minded partners to collaborate with who can contribute value to the initiative or invest in your idea. ✅ Co-create with the demographic that you are working to include. ✅ Develop solutions that work for everyone, not solve niche problems.    Thank you Mumbrella for having me! Sharing a few examples👇 of how we drive inclusivity through innovation. ❤️🧡

Looking forward to discussing the power of #insights . Actioning insights drives marketing effectiveness and efficiencies… Let’s discuss 🗣️