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Why Representation Matters to Your Customers and Your Brand
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About the book
Grow your brand and reach new consumers by creating more impactful and effective marketing that meaningfully reflects and appeals to a diverse customer profile and marketplace.
The job of marketing is to understand, respond to and connect with consumers. Perhaps more so than any other sector it's essential that it fully embraces the diversity and nuances of society. Inclusive Marketing provides a practical blueprint to embedding true representation across the entire marketing process, from initial insights and briefs to the production process and channels used to launch campaigns. Doing so will not only help drive wider inclusion and positively challenge stereotypes in society but also create competitive advantage and connect you with new customers.
Inclusive Marketing combines clear actionable guidance with checklists, key questions and practical and personal insights from senior marketing leaders including Professor Mark Ritson and Sarah Jenkins, the MD of Saatchi & Saatchi. With a foreword by Nicola Mendelsohn (VP at Meta), it also contains examples and perspectives from iconic brands including Guinness, YouTube, Cadbury, Microsoft and Jim Beam. This is an essential resource for those working on both agency and client sides in companies of all sizes looking to unlock the power of inclusion in marketing.
About the authors
- Inclusive marketing is not only the right thing to do, it is also a business growth opportunity. Doing it well is a skill to be mastered, as it is full of nuances that most of us are not trained to see. This handy book provides not only thought-provoking concepts that will make you aware of your biases, but also a practical how-to guide grounded in insight and authenticity so you can truly make an impact.
- Taide Guajardo, Chief Brand Officer Europe, P&G