Inclusive Marketing: Why Representation Matters to Your Customers and Your Brand
- 5h 15m
- Jerry Daykin
- Kogan Page
- 2022
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 Author
Jerry Daykin is a global marketing leader who has held senior roles at brands including Beam Suntory, GSK Consumer Healthcare, Diageo and Mondelez. Based in London, UK, he is a WFA (World Federation of Advertisers) Diversity Ambassador and co-chair of its Diversity Task Force, where he created its framework for representation and inclusion. He also sits on the diversity and inclusion boards at the Advertising Association and ISBA, as well as on boards at the Conscious Advertising Network and Outvertising. A regular conference speaker, he has written for The Drum, AdWeek, Campaign, Marketing Week and The Guardian.
In this Book
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Foreword
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What We Mean by Inclusion and Representation
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Why Representation Matters to Me and Other Marketers
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Why Representation Matters to Business and Society
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A Framework to Deliver Inclusive Marketing
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Business and Brand Strategy
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Strategic Insights and Data
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Marketing and Creative Briefs
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Partner and Team Selection
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Creative Development and Product Design
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Consumer Testing
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Production
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Post-Production
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Localization
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Media and 360 Activation
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Launch and Consumer Response
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Measuring Success
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Case Study—Driving Change at GSK/Haleon
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Partnering to Help Drive Change
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The Future of Inclusion
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Checklist Appendix—Key Questions to Ask Yourself
