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As the digital assistant responds to requests, the focus shifts from brand promotion to brands responding to customers' specific needs and preferences.
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In 2013, after 1,100 workers died when the Rana Plaza factory complex collapsed in Bangladesh, Western clothing brands responded quickly and decisively.
The trend of so-called real-time marketing took off after a stadium blackout during this year's Super Bowl, when Oreo and a handful of other brands responded with posts on Twitter referring to the event.
Consumer attitudes change, and the best brands respond.
I have seen the most competitive brands respond by creating posts specifically for Instagram.
Will brands respond favorably to the new big box shops on Madison Avenue — or shut them out?
Now the important question is, how should brands respond when this rolls out to a larger audience?
Many national brands respond to Amazon's encroaching presence by running a promotion – hoping it will drive sales.
According to a Sprout Social survey, when brands respond to customers, 65% become more loyal to the brand, and 25% are less likely to go somewhere else to post negative things.
In other words, it's the same basic idea as Taykey's existing service, but instead of helping brands respond to the news, it's helping advertisers go "prospecting" for new customers.
In 2017, over 1,000 mainstream brands responded to #whomademyclothes that reached 150 million people.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com