A Brand’s Cultural Relevance Is Almost as Important as a Strong Image, Study Finds

Consumers also want them to be philanthropic

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One of the most prevalent conversations happening inside of marketing departments right now is figuring out how to align their brand with a cause or an issue. The cynic would say you can’t force a connection that doesn’t exist, so stick to what you’re good at: making and selling your product.

A perhaps more cheery perspective is that in today’s fractured environment, if you understand what your consumer believes in and relate your brand to that thing, both the customer and the company’s bottom line will benefit.

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