THE BLOG

Brands Celebrate All Kinds of Dads

I'm also a big believer that brand marketing both reflects and inspires our popular culture. So you can imagine that as a marketer and as a dad, I'm thrilled with how brands have embraced the role of dad in the family.
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I base much of my graduate class in Integrated Marketing at NYU on a simple but what I think is inspiring mantra ... marketing is a spectator sport. Now of course we are all marketers so of course we would buy into that premise.

But we really can learn a lot by observing how brands behave in the marketplace, and how consumers react to them. Both the winning brands and the ones that are struggling a bit with it.

I'm also a big believer that brand marketing both reflects and inspires our popular culture. So you can imagine that as a marketer and as a dad, I'm thrilled with how brands have embraced the role of dad in the family. Portrayal of fathers has done a complete 360 IMHO, and I couldn't be happier. How brands now showcase fathers is both reflective of our current culture but also inspiring more fathers to do the same.

That's the power of marketing.

I'd like to highlight a few standouts, and take a look at their work. Here are three big consumer brands who have all recently portrayed dads in a new light.

First up is Tide, with "Dad Mom," and its portrayal of the growing population of stay-at-home-dads. #SAHD. I love the masculinity...evolving gender roles doesn't make any of us less male or less female. We are just taking care of our families!

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Next up is Campbell's Soup with it's showcase of two gay dads. Made for real, real life. Indeed. It's amazing to see an iconic American brand take on a new personality and respect new kinds of families.

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And finally from Cheerios, on the other end of life's spectrum, a grandfather moving back in with his family. Tissue alert. Cheerios has been on the forefront of representing American families... now at all stages.

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I'm feeling inspired and well represented... as a marketer and as a dad.