The New York Times has released a new editorial entitled Ups label, in which the magazine argues that brands should be “up-front” about how they’re marketing their products and services.
The editorial, which appears on the New Yorker website, lays out the premise that brand names should be the only ones on a website that are up-front about their brand.
“When brands want to show off their wares, it’s not enough to just say, ‘Here’s the deal: This is a brand name.
This is what it’s all about,'” the editorial says.
“We need to be more explicit about the brand and its purpose.
For example, how will our product or service appeal to a millennial audience who might not have heard of brands before?
Or to a more established brand whose brand name has been around for decades?”
It’s not the first time the Times has advocated for a brand-awareness agenda.
Earlier this year, the Times called for “an emphasis on brand-recognition, brand identity, and brand identity recognition” to be part of a broader “social responsibility agenda.”
The article also called for companies to be “forthcoming and transparent in terms of the value and purpose of their brands.”
The Times has come under fire from some advertisers and media critics for the way it has handled the topic.
In February, Twitter launched a “sensationalize” campaign, which sought to turn the spotlight on “the misleading and sensational” brands of the past, which it said had been “saturated with false claims about brands.”