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The clean beauty phenomenon is gaining momentum and beauty brands are getting creative with on-pack sustainability claims. With the increasing focus on sustainability from both brands and consumers, sustainability communication has the potential to raise the profile of sustainable production and consumption. Further attention is needed on the creative approach behind on-pack sustainability marketing communications as companies no longer focus on single eco labels but instead use a bundle of claims to advertise their commitment to sustainability which finds consumers confused and brands open to accusations of greenwashing. This chapter explores on-pack sustainability communications in the beauty industry through the lenses of creative marketing communications which need to be both original and appropriate. This study contributes to the longstanding debate on the role of sustainability claims in marketing communications and addresses the role of on-pack sustainability claims design and creativity.

Really creative posts on the social media accounts of brands or political parties can produce gratifyingly viral results that can boost brand engagement, loyalty, profits and votes. This makes it a highly attractive new marketing tool. However, when brands or parties get creativity on social media wrong it can damage reputation. This chapter examines two aspects of this trade-off between the viral and the virtuous. Firstly, the authors explore the regulations around labelling brand posts as adverts and show that they are very unclear, tempting brands to bend the rules or allowing them to inadvertently break them. Secondly, the authors consider memes: a content marketing technique widely used in political and commercial brand posts. The authors analyse the three creative elements core to memes along with successful and unsuccessful examples. The authors end by suggesting that regulators clarify the codes and invite readers to weigh up the pros and cons of using creative content marketing in brand posts.

Around the mid-2000s, the first wave of young Thai women who attained fame organically on the internet emerged when their photos and profiles were widely shared by friends and fans in web communities and discussion forums. Comprising mainly of students, these women were known as “net idols” and celebrated primarily for their looks, as online conversations focused on their beauty, cosmetic and dressing skills, and overall pleasant appearance. Since then, some of these net idols have parlayed their online popularity into commercial exchanges and partnerships by advertising for clients, evolving into a commercial form of microcelebrity known as “influencers” (Abidin, 2016), while still others progressed into different forms of internet celebrity confined only to online fame as social capital without further tangible returns. In this chapter, we review the conceptual history of net idols and a subset of influencers known as “beauty bloggers” in Thailand, drawing on observations and content analyses of net idols’ Instagram posts, beauty bloggers’ Facebook posts, conversations from selected discussion boards, and popular sentiment about these internet celebrities in tabloids and online websites. Most of the content is originally in Thai and translated by the first author.

The biomedical paradigm enjoys growing importance in our society. Biomedicine (e.g., Genetics) seems to occupy the position once held by religion and politics. In this context, every trivial problem of daily life is thought to require an appropriate remedy, and perfect health becomes a paramount value, especially within the upper class.

Medicalization is not only promoted by doctors. Today, other engines of medicalization are also available. These include pharmaceutical companies through marketing, advertising, and disease mongering; active consumers who seek a pharmacological solution – a magic bullet – to solve non-organic problems; technology, because highly sensitive diagnostic tools can now detect potential abnormalities even in very low quantities; and the culture of risk, which is connected to the evolution of diagnostic tools, because it is now always possible to be at risk of something.

The parts of life today considered pathological or quasi-pathological are ever increasing shyness, sadness, imperfect blood pressure, or glucose levels. Progressing editions of the Diagnostic and Statistical Manual (DSM) – the text from which diagnoses of mental illnesses are made – reveal a growing number of syndromes. These “diseases” are diagnosed on the grounds of certain symptoms and the number of weeks they last (quantification). Smartphones, with their tremendous capacity for data collection, contribute to a growth in self-diagnoses. For example, invited to log our every moment of sadness through a “trustworthy” avatar from our app (gamification), we can easily make too much of normal moments of discomfort, immediately seeing them – with a simple computation – transformed into something pathological in need of a cure.

This chapter looks at the discourse in advertising for psychotropic drugs (N=200) in Scandinavian medical journals in 2005. The discourse in the ads displaying users (n=89) conveys a gendered image of mental health. The ads promote these drugs as life-enhancement drugs – for handling the lifestyle of a postmodern self – but draw on gendered scripts for promotion of a “healthy” self. This finding suggests that although the neurobiological paradigm prevails, the pictures of users in psycho-pharmaceutical advertising continues to depend on culturally fixed gendered scripts.

This study examines the empirical relationship between four broad antecedents of brand equity (branding strategy, brand structure, brand positioning and target market) and two separate dimensions of revenue premium: price premium and volume premium. Our modeling framework aims to explain how different antecedents of brand equity influence the realized velocity and margin of branded product sales, key drivers of operating cash flow. Our generalizable empirical analyses are based on a representative dataset of over 6,500 brands, across 200 consumer-packaged goods categories, spanning three years. We find that only 20% of brands command revenue premiums, for which volume premiums are the critical determinant. Branding strategies and brand structure primarily impact volume premium. In contrast, brand positioning has little effect. Target market substantially affects both premiums. Overall, these four elements account for 73% and 69% of the explained variations in price and volume premiums, respectively. This study provides generalizable, important, and novel insights for the theory and practice of brand management regarding price positioning and extending brands into new categories.