Im really meh about some brands leveraging social and cultural - TopicsExpress

Im really meh about some brands leveraging social and cultural issues, knowing theyre just piggybacking on the issue as a tactic. I really only dont like it when its forced and disingenuous. This isnt. Im a cynic because I need to be. When something leaps over my cynical wall, I think its great. Yes, its from a brand, and it helps the brand. And yes its leveraging a social issue. But the message is so important, that its more valuable. Like Expedias Find yours or the Nikes Greatness work, or even Think Different - when the brand takes a back seat to the message and meaning...thats doing it right. Brand messaging can be as much about being an agent of change, and being human and responsible, as can be about selling products. Thats win-win and I hope its a practice that lasts, and isnt just a fad.

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