Challenges and Opportunities. When it comes to social branding there are two key challenges. First, a company must have a clear definition of its brand and an authentic desire to have a positive impact on the world. For many brands this could a challenge as motives and marketing have become so fractured and there also […]
Read MoreArchives for December 2015
There is no shortage of reasons to rise to the challenge of leveraging your brand’s resources and reach to address the many social challenges we face, from climate change, to environmental degradation, to loss of biodiversity, and beyond. But any sober assessment of whether this is likely to happen must account for the realities that […]
Read MoreThe climate change agreement reached in Paris this month has been met with a predictable blend of celebration and criticism from both sides of the debate. In fairness to critics the terms of the agreement are yet to be finalized and must overcome significant domestic obstacles among the signatories in terms of ratcheting down pollution. […]
Read MorePeter Hinssen interviews Simon Mainwaring Peter Hinssen: Peter Drucker once said “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.” Especially today – now that customers are so empowered, so vocal – marketing […]
Read MoreIn a marketplace where consumers are overwhelmed with messages from peers and the private sector, the search for novel ways of engagement have become overextended; brands grounded in social purpose have a unique opportunity to leverage a higher order conversation with their community. By conversation, we mean the proprietary point of view your brand can […]
Read MoreAnother week, another vlog. This week it’s all about how to use language persuasively in a way that defines your business and core values. We need to make sure though that our language in time evolves with our business models so that we can relate to our clients and the marketplace at large as effectively […]
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