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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There’s been much discussion about what Mark Zuckerberg and Facebook employees thought of ‘The Social Network’. The picture it paints of their CEO isn’t pretty, and while its writer Aaron Sorkin admits its “total fiction”, the filmamkers know only too well how powerful storytelling penetrates the mind of pop culture. That’s why Mark Zuckberg should […]

There’s been much discussion about what Mark Zuckerberg and Facebook employees thought of ‘The Social Network’. The picture it paints of their CEO isn’t pretty, and while its writer Aaron Sorkin admits its “total fiction”, the filmamkers know only too well how powerful storytelling penetrates the mind of pop culture. That’s why Mark Zuckberg should …

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It’s difficult enough for CEOs to manage their companies and inspire their staff. Now they must add another role to that list – Chief Technology Adopter. For without the permission, leadership and example of a CEO, companies have almost no chance of building the online communities that will increasingly drive their profits in the future. …

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By now most of us are aware of various crowdsourcing campaigns being used to generate ideas, funds or support for a brand or cause. Pepsi’s Refresh Project, Mystarbucksidea.com and Dell’s Social Innovation Competition are three well-known examples. We are now witnessing a second generation of crowdsourcing efforts in which social entrepreneurs are reinventing their industries …

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Pepsi makes brown sugar water that can contribute to obesity. Dove’s ‘Real beauty’ campaign was created by Unilever that also does the Axe campaign. Walmart has raised the bar on sustainability standards. In fact, almost every brand doing meaningful work can be accused of providing some product or service that can be harmful, and many so-called …

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Today I’m speaking at Images and Voices of Hope, a gathering at Peace Village in the Catskills. The mountains are breathtaking but so is the ambition of the conference. It’s true we live in challenging times. There are so many concurrent global crises, governments around the world riddled with debt and philanthropies are so stretched. …

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As more brands embrace social media as a marketing strategy, many are racing to establish a sizable social footprint. For their marketers, that translates to creative briefs like, “How can you get me to a million Facebook fans fast?’ or “What bots can I use to fast-track my followers on twitter?” This inevitably begs the …

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