Simon Mainwaring

We First provides consulting and training to help companies tell the story of their good work in ways that build their business

Brands

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If a brand truly wants to become a fast-growing category leader, it must do more than connect with customers across social media – it must inspire them to be an extension of their marketing department and build the brand. To achieve this, a brand must start inside the company before focusing on external-facing communications. Without […]

If a brand truly wants to become a fast-growing category leader, it must do more than connect with customers across social media – it must inspire them to be an extension of their marketing department and build the brand. To achieve this, a brand must start inside the company before focusing on external-facing communications. Without …

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David Bowie was that rare and gifted musician whose artistry elevated him to a household name for more than four decades. Here are ten observations of what we can learn from his brand. While authenticity remains constant, it’s expression can change. Chart your own course and culture will follow. Notoriety is found at blurred boundaries. …

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One of the hallmarks of 2015 was the series of high-profile brand scandals. Most notable included the VW diesel emissions scandal, the FIFA leadership bribery controversy, and the demise of Turing Pharmaceuticals at the hands of its CEO, Martin Shkreli. In all cases, the brands in question failed to recognize the heightened transparency and accountability …

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As the nature and structure of brands continue to evolve towards new business models (products as services) and more robust sustainability commitments (sustainable mass transportation), so too has their role expanded beyond purely self-serving economic gains to influencing social and environmental regulation. Today’s progressive brands recognize the need for private sector’s involvement and voice across …

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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 …

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In 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 …

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