Brands that empower their consumers can find that has a positive impact on their business, Fuse Media found in its latest demographic study.
In this episode of The Daily Brief Podcast, Fuse Media Head of Marketing Mark McIntire takes on empowerment and brand purpose, topics that are particularly relevant right now as brands share their support of #BlackLivesMatter and of protests against police brutality taking place across the country.
Fuse Media has baked its brand values—empowerment, representation, inclusion—into its mission and makes a point of hiring a team that reflects those values. As a result, it has produced several effective brand campaigns, including Future History Month and Be Change (above).
Future History Month honors leaders among women and the black, Hispanic, Pacific-Asian and LGBTQ communities, with Future LGTBQ History Month just getting started along with Pride month. Be Change, which the network just launched in March, pivoted quickly when the pandemic started with Be Change Stay Home and has currently evolved into Be Change Be Thankful.
McIntire talks about why these campaigns have been effective, how Fuse managed to change out its messaging so quickly and what’s on the horizon for the youth-focused brand.
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