Comm 3444 Chapter 17 Controversies in Contemporary Advertising Advertising Being Ethical Advertisers in a Challenging Age Becoming Authentic An authentic brand starts with a strong story A brand s story should come from the heart of the brand Employees should be able to rally behind it A good story will be simple Focus on the attributes of a brand that will appeal to a single target market Listen to people involved in your brand Relevance is the match of the brand s values to those of consumers Brands should convey human values whenever they can Learn from interactions with all types of people Be willing to learn and have the capacity to learn Respond and show respect Keep changing Agencies and Advertising It is important to work for an agency with a value system that matches yours and is committed to doing good work
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