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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 media | Leave a comment

 

How Virgin Atlantic Just Gave Us a Master Class in Social Branding

November 13, 2013 Comments


Many brands are doing surprising work today but Virgin Atlantic is one that consistently captures the attention of not only the airline industry but the media landscape at large. Last week, they did this yet again with the launch of …

Posted in Brands, Consumers, Creativity, Innovation, Social media, Videos, Viral | Leave a comment

 

Free Training Tuesday: 10 Steps to Leverage Customer Activism and Protect Your Brand

November 12, 2013 Comments


We hope you enjoyed last week’s Free Training Tuesday video all about the key technology trends that are reshaping brand engagement as we know it. In today’s video, Customer Activism, you’ll see that companies are now in a dynamic dialogue around accountability with their customers and how …

Posted in Brands, Consumers, Future, Purpose, Videos, We First | 2 Comments

 

When big brands stumble: Starbucks and Toyota on hyper-transparency

October 4, 2013 Comments


Bring up the topic of failure, and most people steer the conversation back to success. But not Starbucks environmental impact director Jim Hanna, who challenged corporations and nonprofits to be “hyper-transparent” about their social impact in a speech at the We …

Posted in Brands, Consumers, Thought leadership, We First | Leave a comment

 

Monsanto, Abercrombie & Fitch, And The Greatest New Threat To Your Brand: Your Customers

June 4, 2013 Comments


At the end of 2010 I wrote about the ‘Coming Decade of Radical Transparency.’ My prediction for 2012 was the ‘Rise of Consumer Activism.’ We now find ourselves in mid-2013 and these two issues have combined, leaving brands facing a well-informed, …

Posted in Brands, Causes, Consumers, Mobile | Tagged , , , , | 4 Comments

 

5 great studies in how to use social media to rally support for social good

April 19, 2013 Comments


I’m a huge fan of the important work that the U.N. Foundation does and in the TEDx talk, Aaron Sherinian, VP for Public Relations, discusses 5 of the revolutions that he believes provide the context — and build the case — …

Posted in Brands, Consumers, Innovation, Mobile, Social media | Tagged , , | Leave a comment

 

The three pillars of marketing organizations of the future

March 28, 2013 Comments


Guest post by Prof. Steven Van Belleghem of InSites Consulting. The marketing organization of the future will be very different from the current structure and culture. The classic model, in which a marketer entrusts a single advertising agency with all communications, is …

Posted in Brands, Consumers, Leadership, Purpose | Tagged , , | 5 Comments

 

When a brand leads with values, customers value you more

March 22, 2013 Comments


Howard Schultz has long been know for his strident leadership positions from calling for a CEO boycott of corporate campaign donations to his ‘Create Jobs for USA’ which invited customers to contribute $5 to help entrepreneurs kick start the national economy. This …

Posted in Brands, Consumers, Purpose | Tagged , , | 4 Comments

 

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About Simon Mainwaring

We First training and consulting helps the world’s most innovative brands tell the story of the good work they do in ways that build their reputation, employee productivity, sales and social impact.

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