How Autism Awareness Brings Out the Best in Big Brands

April 30, 2014 Comments

One of the most powerful forces reshaping the cultural, marketing, and technology landscape is collaboration. Whether it’s citizens uniting around world to demand an end to political injustices, consumers rallying around causes they care about to demand greater social responsibility …

Posted in Advertising, Brands, Causes, Purpose, Values | Tagged , , , | 8 Comments


How P&G Is Leveraging The Winter Olympics To Build Its Customer Community

January 13, 2014 Comments

Originally published in Forbes Proctor & Gamble became a poster child for social media engagement in 2012 with its ‘Best Job’ television spot for the London Olympics. Not only did it become a viral sensation across multiple social media channels, but …

Posted in Advertising, Brands, Creativity, Leadership, Purpose | 3 Comments


Why the Principles of Inclusion and Exclusion Cut Both Ways in Social Marketing

December 10, 2013 Comments

Much has been made of the sensational new safety video created by Virgin America featuring a star-studded cast of dancers. In one fell swoop, Virgin America took the archetype of boredom, the mandatory boarding safety video, and transformed it into …

Posted in Advertising, Brands, Consumers, Purpose, Social | Leave a comment


Why this year’s Grand Prix for Good winner is great news for advertising and our world

June 24, 2013 Comments

About Dana Byerlee

VP of Marketing at We First.

A much deserving winner of the Grand Prix for Good was announced this week at the Cannes Advertising Festival. “The Ant Rally,” created by BBDO Dusseldorf for the World Wildlife Fund, is not only creatively fresh, disarmingly charming, and strategically …

Posted in Advertising, Creativity, Purpose | 1 Comment


How building your brand with your community grows both

March 19, 2013 Comments

One of the constant themes of my blog posts over the last year has been the need to cop-create content for your brand with your community. One great example is You Tube sensation, ‘Epic Rap Battles’. Here’s just one example …

Posted in Advertising, Brands, Community, Media | Tagged , , | Leave a comment


Social media strategies that build your community and business

February 25, 2013 10 Comments

I thought this was a great collection of social media principles to live by when it comes to engaging your community and motivating them to work with your brand to fulfill a common purpose. I also wanted to add a …

Posted in Advertising, Brands, Consumers, Purpose, Social, We First | Tagged , , | 10 Comments


The art of inspiring customers to champion your brand

February 22, 2013 Comments

APCO Worldwide just completed a global study into corporate and consumer relations and launched a Champion Brand Index which rates companies on their ability to inspire customers to promote their brand. APCO’s Index measures corporate brand value among more than 500 …

Posted in Advertising, Brands, Consumers, Future, Purpose, Social | Tagged , , | Leave a comment


Top ten reasons the Dodge RAM ‘God Made A Farmer’ ad was the best Superbowl spot this year

February 4, 2013 Comments

While the ‘Best Superbowl ad’ will always be a subjective exercise, to me there was one clear winner this year and here’s ten reasons why: 1. It was memorable for three powerful reasons. First, the repetition of the phrase “So …

Posted in Advertising, Values, We First | Tagged , , | 8 Comments



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About Simon Mainwaring

Simon Mainwaring is the founder of We First, a leading brand consultancy that provides purpose-driven strategy, content, and training that empowers companies to lead business, shape culture, and better our world.