One of the biggest obstacles brands and their marketing partners face in the months ahead is that what brands say, where they say it, and what stories their advertising is adjacent to will be scrutinized and judged by would-be customers.
Rather than seeking balanced sources of information, a lot of people are becoming more ideologically entrenched, adopting an 'us versus them', 'if you're not with us you're against us' mentality.
In an age when facts are treated as flexible and 'truth' has become subjective, brand advertisers looking to navigate this partisan environment have a tiny needle to thread in terms of finding the right path for their messaging.
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