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Simon Mainwaring

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

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October 27, 2010

When brands win hearts and minds they have nothing to lose

October 27, 2010 by Simon Mainwaring

httpv://www.youtube.com/watch?v=tklFJzRLxyU Sometimes the transformative effects of social media need to be seen to be believed. Yet often they don’t look like a P&L sheet or metrics report. Sometimes the most powerful demonstration of what social media can achieve is best read on the faces of people. ‘Help Portrait’ launched by Jeremy Cowart is one such […]

httpv://www.youtube.com/watch?v=tklFJzRLxyU Sometimes the transformative effects of social media need to be seen to be believed. Yet often they don’t look like a P&L sheet or metrics report. Sometimes the most powerful demonstration of what social media can achieve is best read on the faces of people. ‘Help Portrait’ launched by Jeremy Cowart is one such …

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Filed Under: Advertising, Brands, Capitalism, Community, Consumers, Optimism, Social, Values

 
October 25, 2010

Why brands must start caring about something other than themselves

October 25, 2010 by Simon Mainwaring

Millennials are often seen to as the Holy Grail of marketing partly because of their disposal income and partly because their tech-savvy means they can be reached in so many ways. The biggest mistake brands make, however, is to think they reach Millennials through technology. According to this new survey from the Pivot Center, the …

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Filed Under: Brands, Causes, Community, Consumers, Philanthropy, Social, Values Tagged With: Brands, Causes, Millennials, Social media

 
October 20, 2010

TOMS vs. BOBS: How Skechers shot themselves in the foot

October 20, 2010 by Simon Mainwaring

This week Skechers copied the concept behind for TOMS shoes by launching BOBS (link no longer available). Just like TOMS, when you buy a pair of BOBS, Skechers would donate another pair to a child in need. Even the shoes were the same. And their name had a similar short, familiar feel. In doing so they set …

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Filed Under: Advertising, Brands, Causes, Consumers, Social, Values Tagged With: authenticity, branding, Social media, TOMS

 
October 18, 2010

Millennials have found religion but will brands?

October 18, 2010 by Simon Mainwaring

Millennials have a profound relationship to brands according to a new report (‘8095’) released last week by the world’s largest PR firm, Edelman. It’s almost as important as religion or ethnicity in their lives. But while this research shows how important brands are to Millennials, does the same apply to brands? Do they frame their …

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Filed Under: Brands, Community, Consumers, Future, Values Tagged With: branding, Millennials, Social media, Values

 
October 15, 2010

How is the story of the world changing as more people use social media to tell it?

October 15, 2010 by Simon Mainwaring

I recently had the privilege speaking at the Images and Voices of Hope World Summit. The theme was ‘Media as an Agent of Change’ and at the end of the weekend they asked several attendees to answer a simple but insightful question. I found all the answers really enlightening as everyone spoke from the vantage point of …

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Filed Under: Brands, Capitalism, Causes, Community, Creativity, Future Tagged With: Future, MEDIA, Social media

 
October 13, 2010

Why brands pit one audience against another and lose both

October 13, 2010 by Simon Mainwaring

There must be something about advertising to guys that makes top brands do strange things. Less than a year ago Pepsi was royally and rightly reprimanded for its AMP Cola iPhone app that told men to “AMP up before they score”, Coca-Cola is making an equally tasteless appeal on behalf of Coke Zero. Their site invites …

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Filed Under: Advertising, Brands, Consumers, Values Tagged With: branding, Coca Cola, Consumers, Pepsi, Values

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