How brands can push boundaries without being offensive

In light of recent controversial campaigns by Legit and Appletizer, Branding & Marketing YOU CEO and marketing specialist, Donna Rachelson spoke to Destiny Connect  about ‘how brands can push boundaries with ad campaigns without being irresponsible.’

It is inevitable that most brands will upset consumers at some point, Rachelson says. However, if this is done in line with the brand’s core values, it is easy for the brand to defend the campaign.

“What is important is what the brand stands for and what it wants to be known for…”

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