Posts

March 7, 2014

5 Reasons to Activate Employees Around Your Company’s Social Purpose

March 7, 2014 by Simon Mainwaring

In today’s climate of intense customer activism powered by nimble mobile and social technologies, brands must now define and lead with their social purpose in ways that build customer trust, loyalty, and sales. Yet many organizations miss an element that’s critical to building an authentic community of brand ambassadors: their employees. In fact, 54% say […]

February 21, 2014

Brand Awakening: 3 Key Steps To Ensure Your Company Survives

February 21, 2014 by Simon Mainwaring

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 …

February 6, 2014

Why Quitting Cigarettes Was the Best Thing CVS Could Do for the Health of Its Business

February 6, 2014 by Simon Mainwaring

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 …

January 29, 2014

Inside charity: water’s Powerful Video Strategy

January 29, 2014 by Simon Mainwaring

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 …

January 21, 2014

How To Name a Company To Succeed In Social Business

January 21, 2014 by Simon Mainwaring

As a start up or social enterprise, you have one advantage over big and well-established brands: You get to start with a clean slate and that includes your company name. Most multi-national corporations and industry monopolies were framed in days when most of their attention and advertising spend was self-directed. Tall buildings were emblazoned with …