The document discusses how the traditional interruptive advertising model is no longer sustainable for businesses or society. It suggests that marketing needs to shift towards providing value to people in a way that improves their lives rather than just interrupting them. Examples are given of brands that are winning by creating marketing people choose to engage with, such as helpful mobile apps, services that save people money, and campaigns that help change the world. The overall message is that "marketing with meaning" can build businesses while making a positive difference.
28. Even a toilet paper brand can add value By using this once per year, people become loyal for life
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30. Used in over 1 million orders in the first 2 months Online orders account for 28% of all Domino’s sales and the tracker is used by 75% of these customers
And sharing can be encouraged to solve a problem. For example, we developed a tool for Pearle Vision that allows people to upload photos of themselves with different glasses so that they can get fast feedback from their friends
Whether cause marketing or CSR, efforts should deliver on what the brand stands for. Haagen-Dazs is “at risk” due to honey bee disease, and saw the need to focus on the issue. Marketing Director even lobbied in Congress