brands & branding

The Engagement Limits of Value Led Brand Messaging

The Engagement Limits of Value Led Brand Messaging

  • JOURNAL OF ADVERTISING RESEARCH

Human values can help brands connect their communications to issues and ideals that matter to consumers, but stronger value expression does not always generate more engagement. An analysis of nearly 28,000 posts from 47 brands found that audience response varied by industry, value category and message characteristics. Fashion brands performed best with subtler value integration, while other sectors showed different patterns, indicating that brands must calibrate value-led messaging to their audience and context.

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What Social Media Conversations Reveal About LGBTQ-Themed Advertising

What Social Media Conversations Reveal About LGBTQ-Themed Advertising

  • JOURNAL OF ADVERTISING RESEARCH

How do consumers respond when brands incorporate LGBTQ themes into their advertising? An analysis of more than 20,000 YouTube comments finds that overall, sentiment toward LGBTQ-themed advertising is predominantly positive, but responses vary considerably depending on the content. Celebratory and family-oriented themes tend to generate more positive reactions, while brand activism and portrayals that challenge traditional gender expectations can produce more polarized responses. The findings underscore the importance of authenticity and understanding the social and cultural dynamics surrounding inclusive advertising.

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Global vs. Local Marketing

Global vs. Local Marketing

  • YOUNG PROS

On July 23, the ARF Young Pros discussed what it takes to build and execute successful global marketing campaigns and the strategic elements that drive effectiveness at scale, including cultural nuances, market-specific behaviors, and cross-market alignment while maintaining a cohesive global message. Plus, attendees had the chance to work together to create a quick mock campaign concept and then pitched their ideas back to the larger group.

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