Purpose

April 9, 2013 by Simon Mainwaring

Last year I shared a sample social contract between a brand and its customers as a demonstration of how a company builds a community around shared values and a common purpose, the goal being to not only build a better world but to inspire customers to help build your business with you. In addition, I […]

April 2, 2013 by Simon Mainwaring

Be Remedy is an inspiring demonstration of the ability of social media to empower people to be the change they want to create in the world. The concept launched by Blake Canterbury in Atlanta two years ago is as simple as their motto: “Be the remedy for someone in need.” With this goal in mind, Be Remedy uses […]

March 28, 2013 by Simon Mainwaring

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 The classic model, in which a marketer entrusts a single advertising agency with all communications, is outdated. Let’s examine why. Consumers will become more demanding in the future. Within a few […]

March 22, 2013 by Simon Mainwaring

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 week he went one step further in his support of same sex marriage. In doing […]

March 7, 2013 by Simon Mainwaring

I noticed the article by Rance Crain in Forbes this week in which he questioned whether the end of purpose driven ad is nigh because “none of it worked.” While Crain lays out the case “for” and “against” I would like to add some thoughts to the debate. First, there is an implicit presumption that […]

March 4, 2013 by Simon Mainwaring

Social Good Brazil Report | 2012 from Social Good Brasil I was super excited to be one of the speakers at Social Good Brazil in Florianopolis in November last year. There were fantastic presentations from thought leaders like Peter Sims (‘Little Bets’), Beth Kanter (‘Measuring The Networked Non-Profit’) and Aaron Sherinian (the tireless force behind […]