68% confused about what icons mean

integrate and don’t rely on logos no body understandsThere is much talk these days about ethics, values, and corporate social responsibility – and rightly so. These are increasingly important subjects. This is the last of 10 THOUGHTS addressing ethics, values, and CSR in marketing. A recent survey in the United States found that consumers are […]

integrate and don’t rely on logos no body understandsThere is much talk these days about ethics, values, and corporate social responsibility – and rightly so. These are increasingly important subjects. This is the last of 10 THOUGHTS addressing ethics, values, and CSR in marketing. A recent survey in the United States found that consumers are confused, or at the very least unsure of the meaning of a range of icons, like ‘fair trade’, and as such, do not engage with them or relate to the brand when they see them. Certainly, there is evidence to suggest that some businesses rely too heavily on such icons to communicate their ethical credentials, values and commitment to corporate social responsibility. These icons like awards that so many businesses brandish around and promote are not understood by consumers and as a result have little impact on the behaviour of consumers. In previous THOUGHTS in…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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