“Avis is not the cheapest of the car rental companies,” said Scott Deaver, Avis EVP and chief marketing officer. “We’re the best in terms of product and service quality. Our leisure marketing strategy is to find people willing to pay more to get more.” Did they find some in the LGBT market? Putting gay-friendly consumer […]
Although Budweiser has a long and continuous history in Marketing the Rainbow, without many protests or boycotts, this recently changed. Fairly. How one simple advertisement stirs up a country, with television and politics getting involved. Marketing dilemmas, splits and half-hearted excuses. In recent years, the T of LGBT people has received relatively much attention, catching […]
Hema (est. 1926) has been paying attention to the LGBT community and employees for years. They do this through relevant, original and striking campaigns – not alone, but in collaboration with ‘experts’, such as the Dutch LGBT movement COC (the oldest in the world), which also receives annual donations – and the gay designers Viktor&Rolf. […]
Can you just be ‘woke’ as a brand or will that be punished by consumers – and investors? And can a popular celeb or influencer lose star status – and with it brand value – by 1 wrong step? I look at the use of rainbow diversity in communication and the woke aspect of it. […]
The fmcg market is a very active participant in Marketing the Rainbow: hundreds of brands and dozens of multinationals are doing very original things in that area. This is quite remarkable, because the amounts involved are small – but in addition to the fact that LGBT consumers have higher brand loyalty (and a tendency to […]