And while it's no secret, the Web site doesn't play it up, either. As the first line of its Wikipedia entry states, "eHarmony is a Christian-founded, marriage-oriented matchmaking website. And I would defend their right to say it in a Voltaire-lite fashion, meaning I'm not so sure about the "to the death" part. Consumers are rightly making brand choices on an expanded spectrum of factors, including where a company stands on issues they care deeply about -- whether that be global warming, child labor practices, partner rights for employees or a host of other public policy matters. This week, our agency launched an advertising campaign for our client Chemistry. Follow Adam Hanft on Twitter:
Consumers are rightly making brand choices on an expanded spectrum of factors, including where a company stands on issues they care deeply about -- whether that be global warming, child labor practices, partner rights for employees or a host of other public policy matters. The campaign continues on the Chemistry. Not surprisingly, eHarmony has been clever enough to recognize that increasingly, consumers are putting their choices under a microscope. We are in era of full transparency. This debate is long overdue. It believes that there are many remarkable and rewarding relationships based on complementarily, and they've put together a matching system that's based on the work of the biological anthropologist Dr. It recognizes that consumers want to know more, and it respects and honors those demands. Because people do recognize them as occupying a very precise political position in this society and a very precise spiritual position. But it seems to me that Warren, seduced by Mammon in the archetypal faith vs. As the first line of its Wikipedia entry states, "eHarmony is a Christian-founded, marriage-oriented matchmaking website. You don't leave your values and passions behind when you're in the checkout aisle. This week, our agency launched an advertising campaign for our client Chemistry. And I would defend their right to say it in a Voltaire-lite fashion, meaning I'm not so sure about the "to the death" part. A company that by its own admission has rejected over a million people for reasons that range from not being "happy enough" on a happy-meter they handily provide to being divorced too many times, to being gay. But it's also equally legitimate for a competitor to call eHarmony out on its agenda, to shine a light onto who they are and what they believe so consumers can make informed choices, and to trigger a healthy debate over what constitutes a productive and healthy relationship, straight or gay. And that's just what's happening. Here's an extended quote from a USA Today article: Meanwhile, hundreds of thousands of people have joined eHarmony, and paid them dutifully each month, without knowing where eHarmony stands and what it believes. Follow Adam Hanft on Twitter: You can view them on YouTube. As part of that effort, Warren is trying to distance himself from Focus on the Family and its founder James Dobson, a longtime friend. I believe that what Chemistry. There are TV commercials and print ads that challenge eHarmony's agenda and restrictiveness, and that invite women and men who are seeking a relationship on their own terms to join Chemistry. So whether it's investments in Sudan, hiring child labor, or trying to advance a not-fully-disclosed faith-based social agenda through bouncy TV commercials, there are two simple and scary words for marketers today: So as the company grew into a mass consumer brand, they began keep their agenda quiet and cut any ties that could restrict their growth. As an example, the popular Mac vs. Actually, eHarmony isn't just a brand; it's an ideological vessel, a brandologue.
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