Bud Light take a trans woman in campaign and came up against
If companies get ESG right, are consistent over time, and choose issues that resonate with some of their audiences and are relevant to the company and the product, we can see from various data that it can have a positive impact on both company perception and sales results. The two are very much connected, says Kim Hofmanová, Strategy Planner Ogilvy, in an interview with iDNES.cz.
Using the example of the American brand Bud Light, she explains what a poorly anchored ESG strategy and inconsistent communication to the target audience can do. He also focuses on what drives brands to choose the social issues they communicate.
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