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May 22, 2019 by Simon Mainwaring

P Today’s leading brands are combining purpose and profit to earn consumer loyalty, goodwill and growth as conscious shoppers prefer to support companies that share their beliefs. Purpose is a key ingredient to carving out this competitive advantage, delivering value across strategizing marketing, employee engagement, attracting investors, and driving growth. Yet, marrying purpose and profit […]

May 15, 2019 by Simon Mainwaring

Jersey Mike’s is an excellent example of a company combining purpose and profit. Since it was founded, Jersey Mike’s has lived by the ideology that businesses should give back to the communities where they work. Today, Jersey Mike’s gives millions of dollars to charities around the United States every March during their Month of Giving …

May 7, 2019 by Simon Mainwaring

Even employees at the most purposeful companies can struggle to tell their story to others in consistent and compelling ways. “Singing from the same hymn book” is essential expressing a brand’s story consistently and to keeping purpose top of mind. Ultimately, a unified front will invite more aligned stakeholders into your community to grow your …

September 13, 2018 by Simon Mainwaring

Like many, I’ve watched this week’s discussion around Nike’s 30th anniversary campaign featuring Colin Kaepernick play out across every imaginable media channel, veering from fiery headlines on the front pages of national newspapers to YouTube videos of protesters literally lighting their Nikes on fire. But much of the discussion has, at least from my perspective, missed the …

July 31, 2017 by Simon Mainwaring

One of the challenges companies face when weaving purpose into marketing and branding is that socially conscious initiatives can feel disconnected from brand culture. A company that does an excellent job mixing consciousness into communications strategy is Ben & Jerry’s. Since its inception in the late 1970’s, the ice cream makers have dedicated their business …

September 14, 2016 by Simon Mainwaring

Are you familiar with Earth Overshoot Day? No, it’s not some sort of race between satellites put on by NASA or other global space agencies, it’s actually the day each year that marks when we’ve used up the Earth’s resources for that year. Think of it as the planet’s ecological and environmental budget, tied to …