The difference between influence and advocacy, and the importance of an ethical ecosystem
Influence is neutral. It may hurt just as much as it may help a communicator’s cause. Advocates, on the other hand, are supporters. We need to respect the difference, and work for positive use of power.
How influencers can stay within the ASA influencer guidelines
It may seem a little daunting, but it is very important to understand how to disclose your brand partnerships.
The COVID-19 crisis is the real acid test for purpose-driven influencer marketing
It's easy to eulogise about putting purpose ahead of profit when we're living ‘our best life’ during the good times. It is another thing altogether to stick to those ideals when the future of the economy is so uncertain.
Why purpose-led influencer marketing is great (but can’t be faked)
Purpose-led influencer marketing humanises the brand, helps it remain relevant, and works towards achieving sustained profitability. But it must be genuine.