Kendall Jenner

Heather Fletcher is senior content editor with Target Marketing.

Melissa Ward is the managing editor for Target Marketing, and she has opinions! More importantly, she's a nerd for great copy and design, a disciple of authenticity, and really loves it when marketers get it right.

Mistakes, much like a table saw missing its guard, are powerful teaching tools. And while some people quietly enjoy a taste of schadenfreude when all hell breaks loose for a major company or an A-lister in the spotlight, there usually is a teachable moment or two amid the chaos, as well. Let's look at the top screw-ups covered from the “What Were They Thinking” desk, and delve into the lessons all marketers can benefit from.

All inspiring marketing rests on a powerful, catalyzing insight. Most marketing misfires stem from a miscue masquerading as an insight. As the starting point for any innovation, communication or experience effort, nothing is more foundationally critical than a sound insight for staying on-target as work progresses.

Leave it to members of the Kardashian-Jenner family to be in the news again for self-promotional antics. In this episode of "What Were They Thinking?" Melissa shares what she really thinks about Kendall and Kylie Jenner's "vintage" T-shirts that rip off photos of rock and rap icons, and reminds marketers what happens when brands and likenesses are appropriated.

Days after Pepsi’s Kendall Jenner “protest” ad went flat, a brand marketing leader from Cadillac said she wouldn’t take a chance on making the much-lauded #DareGreatly commercials now, because they would seem tone-deaf.

There are some brands that need a serious timeout before they should be allowed to create new marketing campaigns. In this episode of "What Were They Thinking?" Melissa finally tackles the issue of Pepsi's short-lived, tone deaf commercial starring Kendall Jenner, then lightens things up — hey, it's Friday! — by sharing the story of #NuggsforCarter.

Marketers are finding the current political climate a difficult one to judge, and this week’s controversy about a Pepsi ad featuring model Kendall Jenner clearly illustrates that. The brand itself admits it “missed the mark” with the ad showing Jenner joining a nondescript political rally and handing a can of Pepsi to a police officer.

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