For the past 6 months, "gym brand X" advertised that their competitors were not giving towel, or a gym bag for free - that everything was actually paid by the consumers. Which, makes sense, actually. But what doesn't make sense is that, now, "gym brand X" is starting a "get back to the gym" promo... offering a... new gym bag...
Guys, don't you ever do this! This ruins your brand's authenticity! The consumers that actually agreed with you, nodded, and said "we can't trust these gyms that are saying that they offer us stuff that we pay in our monthly fees; I am lucky because I can trust "gym brand X"" now look at your promo and realise that was just a marketing move - and they will not like it. Consumers are smart people (they are like you and me, we are consumers, actually...), they remember, they can see the dotted lines. So don't try to fool them.
Consumers nowadays have plenty of choice. Which is a great thing! And means that they can be pickier than before and simply choose or reject a brand based on values. Which makes a marketeer job even more exciting, and implies we know, defend and grow our brand's values and purposes. Your brand needs to stand for something, and you need to stand for your brand at the eyes of consumer.
So, a piece of advice. Be authentic in every marketing move you do.
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