Why Businesses Will Struggle to Adapt to 2018’s Social Marketing Challenges

Opinion: Influencers might become irrelevant, or at least not as effective

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In its ongoing efforts to redefine popular beauty standards as part of its decade-long Real Beauty campaigns, Dove learned the hard way about the thin line that exists between positive social message and controversy. For a company that has so successfully promoted positive body image in the past, it must have come as a shock that an idea so well thought out (or so it thought) ended up being so misinterpreted.

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