Inclusive Marketing: Why Representation Matters to Your Customers and Your Brand - 9781398607354

Grow your brand and earn loyal customers by creating more impactful and effective marketing that meaningfully reflects and appeals to a diverse customer profile and marketplace. The job of marketing is to understand, respond to and connect with consumers. Perhaps more so than any other sector it's essential that it fully embraces the diversity and nuances of society. Inclusive Marketing provides a practical blueprint to embedding true representation across the entire marketing process, from initial insights and briefs to the production process and channels used to launch campaigns. Doing so will not only help create wider inclusion and positively challenge stereotypes in society but also open up real competitive advantage and connect you with new customers. Inclusive Marketing combines clear practical guidance with checklists, key questions and interviews with senior marketing leaders and examples from brands including Ikea, Unilever, Mars, Philips, P&G and Mattel. It also describes how to support diversity in the teams and partners we work with and setting KPIs which encourage and capture the value of inclusion. Written by an industry leader who created the WFA's (World Federation of Advertisers) framework for representation and inclusion, this is an essential resource for those looking to unlock the power of inclusion in marketing.

• | Author: Jerry Daykin
• | Publisher: Kogan Page
• | Publication Date: Oct 25, 2022
• | Number of Pages: 248 pages
• | Language: English
• | Binding: Hardcover/Business & Economics
• | ISBN-10: 1398607355
• | ISBN-13: 9781398607354