By marketers and for marketers, Build Brilliant Brands is a new book from Facebook’s EMEA Client Council that examines what’s changing in marketing, and what still needs to change, in this ever-complex landscape. Wunderman Thompson Global CEO Mel Edwards, along with 21 other marketing leaders, contributed thought-provoking insights and advice for the future of marketing.
While exclusivity might have once been the marketing mode du jour, it’s inclusion that sells now.
In Facebook’s Build Brilliant Brands, Edwards makes the case for the 21st-century need for inclusive marketing and design, citing first and foremost that marketing’s 'one size fits all' approach needs to be reimagined. And the key to this is designing for a wide variety of people, regardless of age, gender, or ability.
Edwards begins with laying the foundation for inclusive design, which is built on three principles: recognising exclusion, learning from diversity, and solving for the 'edge case', and the absolute need for new technologies to achieve it.