Back-to-school, Black Friday, Valentine’s Day, and similar dates are excellent opportunities to strengthen your brand, but also to unintentionally harm it. Today’s audience is adept at recognizing brand intentions and unforgiving, while the impact of brand perception on business has never been greater.

Sales goals and the desire to maximize every opportunity can push marketing over the edge. By that, I mean the edge of ethics and responsibility toward consumers.

When Marketing Cuts the Branch the Brand Sits On

The purpose of marketing is to serve business goals. When the goal is sales growth, marketing campaigns should deliver exactly that. Experienced and responsible marketers know how to do this without damaging the brand. Those lacking responsibility or experience often and persistently cut the very branch their brand sits on, the same branch they spent years strengthening.

Do you really want short-term results to cause long-term harm? I’m sure the answer is no. Yet, under sales pressure, when success is measured by revenue (which is not wrong in itself), situations arise that (especially big) brands should never allow.

For example, Back-to-school is a good sales opportunity for those offering products tied to children’s school needs and their parents. What we often see, however, are brands forcing themselves into this context at all costs. Chances are slim that such forced links will bring results. The only consequence: a wasted campaign budget.

But there are examples with far more serious consequences, such as a back-to-school campaign promoting expensive mobile phones. In a country where we know the living standard and the struggles of the education system, the brand sends the message that a new school year requires a new, costly phone.

Is this an example of:

  • targeting a vulnerable group – children
  • creating a false need – because a phone is not a book or backpack
  • ignoring reality – since most families cannot afford a new phone
  • undermining societal values – by prioritizing superficiality over education?

I won’t answer, decide for yourself. Think: what do you feel about such a brand?

What Could That Brand Do Instead?

It could:

  • donate equipment to schools
  • reward outstanding students with the phones they genuinely want
  • fund scholarships or school activities
  • support educational programs in the community

This way, the brand would send a clear message: we care about education, we care about the community.

Does Confidence Come From the Head or Somewhere Else?

Judging by another marketing trend, women’s confidence has nothing to do with mental state. The “solution” apparently lies lower in the gluteus 🍑

Ads show girls who lacked confidence because of a flat butt until they bought push-up leggings or a “glute” program from a trendy trainer. Suddenly, their confidence exploded… just like my brain when I see such content 🤯

Let’s be real: this content will sell. But at what cost? What does it say about the brand?

Is this an example of:

  • reducing a woman’s worth to her looks
  • tying confidence to physical appearance
  • fueling insecurity among young girls
  • promoting unrealistic beauty standards
  • sending the message that women who don’t meet these standards aren’t worthy enough?

I won’t answer; decide for yourself. Again, ask what you think and feel about such a brand.

The Harder but Only Right Path

There are countless examples of how things could, should, and must have been done differently. Is that path harder? For marketers, often yes. But it’s also the only path that is right, profitable long-term, and worth every effort.

Since this text has zero sales ambition, its purpose is only to “poke” those who need it and provoke thought; the CTA at the end is simple:

When creating campaigns and content, consult both your conscience and artificial intelligence. Check whether what you are doing will have a positive impact and bring value to your brand and, more importantly, to your audience.