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‘Flawsome’ Marketing
관리자 2023-01-17 오전 11:24:01 14089

 

‘Flawsome’ Marketing



Many brands and companies are keen to boast about their positive characteristics. They believe that by doing so, they can convince potential customers to purchase their products.

During the past decade, however, another kind of marketing strategy has been used by companies. It is called “flawsome” marketing, which is a portmanteau of the words, “flaw” and “awesome.”

In some ways, this strategy goes against the usual marketing campaigns, which only accentuate the positives. Instead, flawsome brands openly talk about their negative points and weaknesses with the public.

For example, one pizza franchise in the United States posted bad reviews along with good reviews for an advertising campaign. And in Australia, a broadband company humorously and modestly pointed out that it was not the country’s best internet provider.

This unusual marketing strategy assumes that by sharing their flaws, the brands will be perceived as behaving more humanly and honestly. In turn, this will gain the trust of consumers and build stronger brand loyalty.

According to experts, flawsome marketing was made possible by the rise of the internet. In the past, advertisements only took place on television, radio, and printed publications, and companies were able to strictly control their messaging.

Things changed with the rise of the internet and social media. Customers now go online to share what they think and feel about a product or service. Information about products, both good and bad, has become more readily available.

Flawsome marketing is an acceptance of this new reality. It allows companies to be an active participant on social media and converse with consumers online. In addition, these companies can leave a favorable impression by practicing transparency.

Questions:
1. Why are many brands keen to boast their positive characteristics?
2. What is flawsome marketing?
3. How is flawsome marketing different from the usual marketing strategy?
4. What did experts say about how flawsome made possible?

5. How important to you to know the flaws of products you are buying? Would you still buy the product after knowing its flaws?       


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