Just how important is being considerate and humane as a brand these days? Well, more than ever.
Here are two things that were published recently which show how basic as part of conducting business it became.
First, The Washington Post is reporting that Yelp will label businesses’ ‘racist behavior’ – said it will put a ‘Business Accused of Racist Behavior’ alert on pages in rare cases to warn consumers.
And two, The Wall Street Journal just released its 100 Most Sustainably Managed Companies in the World ranking.
Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow
One thing that we noticed immediately was how US companies are doing when compared to their Western European and East/Southeast Asian counterparts.
Watch it all in the video here:
Also form the video:
We talked about how PepsiCo is going into the “functional beverages” niche. And about the whole Brand vs Bland thing.
And now, Marker from Medium is analyzing the company’s new “relaxing beverage” drift well branding. The bottom line? It’s way more on the “bland” side of things.
It starts with the name.
See these two tables form the article:
You see where this is going, right?
Sources:
WaPo’s Yelp story
WSJ’s Ranking
Marker’s driftwell piece
