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Full Description
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.
Contents
Chapter - 00: Intoduction - Representation Matters;
Chapter - 01: What we mean by inclusive marketing & representation;
Chapter - 02: Why representation matters to me & other marketers;
Chapter - 03: Why representation matters to business and society;
Chapter - 04: A framework to deliver inclusive marketing;
Section - ONE: Stage One - Inclusive briefing & strategy;
Chapter - 05: Business & brand strategy;
Chapter - 06: Using strategic insights and data;
Chapter - 07: Marketing & creative briefs;
Section - TWO: Stage Two - Inclusive Planning;
Chapter - 08: Partner & team selection;
Chapter - 09: Creative development & product design;
Chapter - 10: Consumer testing;
Section - THREE: Stage Three - Inclusive Production;
Chapter - 11: Production;
Chapter - 12: Post-production;
Chapter - 13: Localisation;
Section - FOUR: Stage Four - Inclusive Launches;
Chapter - 14: Media & 360 Activation;
Chapter - 15: Launch & consumer response;
Chapter - 16: Measuring Success;
Section - FIVE: Conclusion - How to Drive Change;
Chapter - 17: Case Study - Driving Change at GSK/Haleon;
Chapter - 18: Partnering to Help Drive Change;
Chapter - 19: The future of inclusion;
Chapter - 20: Checklist Appendix
