Cicero and Bernay’s Tariq Al Sharabi delves into pushing past the transaction in this month’s Matter of Fact.
Marketing in its current state is becoming formulaic, with companies emphasising seamless communication while their messaging focuses more on transactions and consumption rather than connection, especially in digital and social media.
However, Gen Z, being the elusive and sceptical audience, sees through this. They want brands to offer identity and experiences, and more notably, connections.
Vans’ recent ‘Always Pushing’ campaign demonstrates effective and targeted branding. By embracing the lifestyle the brand embodies,
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