분야
docx1. Definition of Flawsome Marketing
2. Comparison Between Past and Future
3. Case study of Past and Future Difference
II. Flawsome Marketing Background
1. Increased Importance of Company’s transparency
2. Consumer notion of Company’s humanity
III. Flawsome Marketing Research
1. Hypothesis
2. Survey and Result
IV. Future Trends of Flawsome Marketing
V. Implication
This report deals with an interesting new trend in marketing, namely flawsome marketing. This term sits as part of a bigger trend towards human brands, it in terms of that consumer don’t expect brands to be flawless. In fact, consumers will embrace brands that are flawsome: brands that are still brilliant despite having flaws, even being flawed can be awesome; Brands that show some empathy, generosity, humility, flexibility, maturity, humor, and some character and humanity.
There are two key drivers that trigger the trend. The first one is the trend of human brands, which means everything from disgust at business to the influence of online culture (with its honesty and immediacy), is driving consumers away from bland, boring brands in favor of brands with some personality. Then the second point is transparency triumph, which counts consumers are benefiting from almost total and utter transparency, as a result of the torrent of readily available reviews, leaks and ratings.
For this report, we started off with defining the concept of flawsome marketing as well as focusing on changes in companies’ risk management system. Then we continued on with analyzing the factors that caused those changes, with some case studies for further elaboration. Next step was to frame reasonable hypothesis to prove the reasons we found. We also conducted several consumer surveys and specialist interviews for better justification. Finally we forecasted potential future trends in flawsome marketing based on specialist interviews.
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