Every breath you take: adding ethics to the marketing mix
Douglas GimesyThe Framing Effect
In 1983, The Police released the Grammy award winning song Every Breath You Take, with the classic verse: Every breath you take/Every move you make/Every bond you break/Every step you take/I'll be watching you.
Nearly 30 years on, with the explosion of the internet and social media, these words couldn't be more true: online has created a massive double-edged sword for the marketer.
For organisations that understand today's ethical standards and try to 'do the right thing', this heightened transparency can rightly...