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Entries by alfred@bright.partners
Marketing the Rainbow: Booking.com misses relevance with old news and vague promises
Booking.com misses the mark with “revealing” studies that have been outdated for years, with solutions they can’t offer, with claims they can’t live up to – and with news that isn’t news. It took no less than 25 years before they made this subject a topic for discussion. Relevant content on the website is hidden. […]
Marketing the Rainbow: Home Deco
A lot of money is spent on renovation, furnishing and remodelling of houses. LGBT people participate exuberantly in this: getting a foot in the door with them would mean an interesting extra market share. A number of brands have found this door and put their foot in it. However, not always successfully. Read my blog […]
Marketing the Rainbow: fly, fly away
The battle for the favor of the LGBT travelers also takes place in the sky, perhaps at ’10 miles high’. It started in the US, where it still happens a lot, but soon Europe and other parts of the world followed. This resulted in funny, wrong, colorful, and effective campaigns. There are special websites, loyalty […]
Marketing the Rainbow – Diesel, for succesful Loving
Diesel is a rebellious brand, that has integrated sexual fluidity in their surreal advertising for decades. It was an almost logical element of their communications. Only in recent years they have explicitly expressed their support for the community, mostly around Valentine’s Day and Pride Month. Read my blog for Marketing the Rainbow.