Today’s consumers are looking to support brands that make a positive impact in the world and enable them to live a better life. What’s more, the rapid pace of technological advancement coupled with highly competitive markets necessitates business innovation and brand differentiation. As a result, companies that provide mission-driven products and services shape consumer demand, […]
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Heineken is on a mission to “Brew a Better World” and its 2016 annual report shows how both profits and purpose are pouring from the beer manufacturer’s business. Running your company with socially and environmentally responsible principles is more than a feel-good idea, it’s a critical aspect of operating a successful business today. And many […]
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http://youtu.be/B062rImllJo I am a huge champion of brands supporting non-profits because both parties benefit so handsomely. For brands, the goodwill, loyalty and profit this inspires is invaluable in a marketplace where companies must prove themselves to be more meaningful to their customers’ lives. Meanwhile non-profits get the support they so richly deserve and critical exposure […]
Read MoreCreating a shift in the practice of capitalism requires a re-framing of thinking and behavior. Often, when you talk exclusively about the changes in corporate thinking, people rightly ask for concrete, actionable examples. When you talk exclusively about practical examples or tactics, they beg the question of the changes in thinking they imply. So my […]
Read MoreThis week something extraordinary happened. Akio Toyoda, president of Toyota Motor, apologized. Actually, he did far more than that. Here’s what he did: 1. He came clean. Akio admitted Toyota was shamefully unprepared for the global economic crisis and is a step away from “capitulation to irrelevance or death.” 2. He confessed declaring that the […]
Read MoreI was driving down the 10 freeway in L.A. on Sunday with my kids when I saw the billboard above made out of flowers perched on the embankment. Its part of the Prius ‘Harmony’ campaign created by Saatchi, LA (led by Mike McKay and Andrew Christou), and I wanted to share why I think its […]
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