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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On Monday, Apple launched a new ad outlining its environmental responsibility. In doing so, Tim Cook firmly placed his imprimatur of the future of Apple, going so far as to provide the voiceover for the ad himself just as Steve Jobs had done for an early version of ‘Here’s to the Crazy Ones’. Tim Cook […]

On Monday, Apple launched a new ad outlining its environmental responsibility. In doing so, Tim Cook firmly placed his imprimatur of the future of Apple, going so far as to provide the voiceover for the ad himself just as Steve Jobs had done for an early version of ‘Here’s to the Crazy Ones’. Tim Cook …

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A couple of weeks ago I had the pleasure of keynoting at the annual ACCP conference, the Association of Corporate Contribution of Practitioners. This event brings together corporate responsibility and Foundation leads from many of the country’s largest F500 brands and the topic of discussion was how to build the business of a brand by …

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Tom LaForge, Global Director of Human & Cultural Insights at the Coca-Cola Company, sat down with us after speaking at our 2013 Brand Leadership Summit and took us deeper into the ideal that brand story shapes brand leadership, and how today’s biggest corporations have the best chance to drive social change on a global scale. …

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In January of this year, Edelman released their annual Trust Barometer Report and distilled the 2014 learning down to one single phrase: “Business to lead the debate for change.” It’s in this context that three recent strategic moves by major brands reveal what large brands must do to lead our future. 1. RISK MITIGATION: This week …

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A lot of buzz has been generated by the decision of CVS to stop selling cigarettes in its 7,600 stores nationwide. The response has been evenly split between those remarking on how much it will cost CVS in lost revenue and those who recognize the need for CVS to align what they sell with the fundamental health care …

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Paull Young, Director of Digital for charity: water, was one of our fantastic 2013 speakers at the annual We First Brand Leadership Summit. In a nutshell, charity: water is a nonprofit organization with a mission to bring clean and safe drinking water to every person on the planet. But what makes charity: water remarkable from …

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