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NEW YORK — When last we spoke to Marie de Foucaud, the energetic brand expert had just founded Elovation Consulting and the world had gone haywire, shutting down due to a global pandemic.

Early in the last century, the quality of a product was the final say in its success. From coffee to cars, the market was a capsule collection of a few well-made items. Fast forward to today, and the marketplace isn’t just teeming with options, it can often be overwhelming to consumers who have so many options to sift through when deciding how to spend their limited resources.

In 2017, Mexico undertook a massive campaign to redefine itself as a destination for leisure travel. The multi-million dollar “A World of its Own” campaign spanned the globe, attracting visitors to the country’s UNESCO heritage sites and helped counter news coverage of increasing cartel violence.

Brand-building expert Marie de Foucaud has some timely advice on improving reputations and avoiding the hazardous shoals of the cancel-culture

Brands are increasingly responding to consumer demands around Environment, Society and Governance. The trend is not new, but it has grown in recent years, with 85% of Americans wanting companies to do right by their employees and communities, according to data from Morning Consult.

As brand-builders, we are all by now familiar with the importance of purpose-driven branding. But seemingly on a daily basis, companies are still getting it wrong: in too many cases, social impact marketing falls flat, is ignored or, in the worst cases, generates backlash.