Standing out without getting shot down

Random Acts of Marketing

Marketing is about connecting with an audience and communicating value with them. The best marketing campaigns are rooted in a deep understanding of your target market and their goals, dreams, ambitions, desires, and values. Content and messaging that aligns with these desires resonates much more strongly and creates a sense of loyalty with your brand. Content that doesn't can destroy your brand.

Case Study: Nike, Bud Light, and Zyn.

Take for example Nike and their endorsement of Colin Kaepernick vs. Bud Light and their endorsement of Dylan Mulvaney.

Nike took a polarizing approach by endorsing Colin Kaepernick after he decided to kneel during the national anthem. This was successful because they understood their targetm market well, and knew that for every person boycotting their product in response, ten more loyal fans would be created. This is a huge return on investment for their marketing dollars.

In contrast, Bud Light decided to run a campaign featuring Dylan Mulvaney, a trans-rights activist and actor. When they ran this campaign it totally destroyed good will and positive sentiment towards their brand. This wasn't because they make a polarizing choice to stand for a value, but because they totally mis-understood and under-valued the identity of their existing audience and how they would react to this. You can see the physical distance created between them and their company by the decision that they made to move their marketing from St. Louis, Missouri to a high-rise in New York City. Over time their marketing has become out of touch with their consumer, and hasn't been able to find