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Author: Christian Sarkar & Philip Kotler

How Brands can Create an “Internet of Purpose”
  • Brand Activism

How Brands can Create an “Internet of Purpose”

  • Posted on December 7, 2019December 7, 2019
  • by Christian Sarkar & Philip Kotler

With today’s brand activism, we see many companies deciding to take a stand for a better world. For example, since signing Colin Kaepernick to an endorsement deal, Nike has added…

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The ROI of Brand Activism: Unilever’s Latest Findings
  • Brand Activism

The ROI of Brand Activism: Unilever’s Latest Findings

  • Posted on November 27, 2019December 2, 2019
  • by Christian Sarkar & Philip Kotler

Purpose is not a luxury. It is a must have. Companies interested in the ROI of Purpose should look at the official results from a company like Unilever. Earlier this…

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How Companies can Build a “Purpose Platform” for the Common Good
  • Brand Activism

How Companies can Build a “Purpose Platform” for the Common Good

  • Posted on October 3, 2019December 2, 2019
  • by Christian Sarkar & Philip Kotler

We live in apocalyptic times. Everywhere we turn, we see a growing number of interlinked challenges – from rising inequality to environmental collapse – that will require collaboration between unlikely…

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A Critique of “Purpose”
  • Brand Activism

A Critique of “Purpose”

  • Posted on January 8, 2019January 11, 2019
  • by Christian Sarkar & Philip Kotler

Maria Hengeveld‘s article in the Nation, Big Business Has a New Scam: The ‘Purpose Paradigm,’ raises a critical point: “Contrary to its purported aim, the point of purpose isn’t to drive change.…

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“Why Competition in the Politics Industry is Failing America” – A report by Katherine Gehl and Michael Porter
  • Leadership

“Why Competition in the Politics Industry is Failing America” – A report by Katherine Gehl and Michael Porter

  • Posted on December 19, 2018December 19, 2018
  • by Christian Sarkar & Philip Kotler

Can government be “run like a business”? This is one of the biggest fallacies in the current political debate. We are told, time and time again, that a candidate for…

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Brand Activism: Patagonia’s Tax Cut Goes to Planet Earth
  • Brand Activism

Brand Activism: Patagonia’s Tax Cut Goes to Planet Earth

  • Posted on November 28, 2018November 28, 2018
  • by Christian Sarkar & Philip Kotler

“Being a responsible company means paying your taxes in proportion to your success and supporting your state and federal governments, which in turn contribute to the health and well-being of…

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“Brands Taking Stands Is a Movement” – 82 Percent of Corporate Leaders
  • Brand Activism

“Brands Taking Stands Is a Movement” – 82 Percent of Corporate Leaders

  • Posted on November 28, 2018November 28, 2018
  • by Christian Sarkar & Philip Kotler

Eight-out-of-10 corporate leaders believe companies now have an obligation to speak out on environmental, social and governance (ESG) issues, according to new research on brand advocacy conducted by GlobeScan and…

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David Attenborough: Business and Politicians Must Save the World
  • Brand Activism

David Attenborough: Business and Politicians Must Save the World

  • Posted on November 22, 2018November 22, 2018
  • by Christian Sarkar & Philip Kotler

Our job as citizens is to tell them what to do.  Watch: see also >> David Attenborough and others on climate change: ‘The world will be transformed’

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“Stand for Something: Brand Activism at Nike”
  • Brand Activism

“Stand for Something: Brand Activism at Nike”

  • Posted on October 8, 2018November 22, 2018
  • by Christian Sarkar & Philip Kotler

Marketing today means brands must stand for something– even if it means sacrificing a segment of their customers in order to be cool with the segment they are consciously targeting.…

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“The Regressive Brand: The Dark Side of Brand Activism”
  • Brand Activism

“The Regressive Brand: The Dark Side of Brand Activism”

  • Posted on October 7, 2018November 22, 2018
  • by Christian Sarkar & Philip Kotler

“…when riches and virtue are placed together in the scales of the balance, the one always rises as the other falls” – Plato’s Republic, Book VIII A recent online survey asks…

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“Don’t Be Evil: When Employees Stand Up to Save the Brand”
  • Brand Activism

“Don’t Be Evil: When Employees Stand Up to Save the Brand”

  • Posted on October 5, 2018November 22, 2018
  • by Christian Sarkar & Philip Kotler

What happens when employees decide their company should not pursue a customer or a project?  Do they have the right to be conscientious objectors? At Google, that’s exactly what happened. This…

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“Risking the Brand: When Companies Value Profits Before People”
  • Brand Activism

“Risking the Brand: When Companies Value Profits Before People”

  • Posted on October 1, 2018November 7, 2018
  • by Christian Sarkar & Philip Kotler

The Reputation Institute publishes an annual study of corporate reputation in America, and now, in 2018, the US RepTrak 100 reveals an average three-point decline in company reputation. This is the…

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“Brandshaming: The Kids vs. The NRA”
  • Brand Activism

“Brandshaming: The Kids vs. The NRA”

  • Posted on September 25, 2018November 7, 2018
  • by Christian Sarkar & Philip Kotler

On Valentine’s Day 2018, Marjory Stoneman Douglas High School lost 17 students to a mass shooting. The students stood up in revolt against our politicians – asking them to do…

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“The Social Purpose of Business: Brand Activism as a CEO Imperative”
  • Brand Activism

“The Social Purpose of Business: Brand Activism as a CEO Imperative”

  • Posted on September 20, 2018November 7, 2018
  • by Christian Sarkar & Philip Kotler

A Call to Action Larry Fink’s recent letter to CEOs is titled “A Sense of Purpose,” and in it he makes the case for the CEO leadership for societal good.…

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“The Future of Brand America: Lessons from the Super Bowl and Beyond”
  • Brand Activism

“The Future of Brand America: Lessons from the Super Bowl and Beyond”

  • Posted on September 12, 2018November 7, 2018
  • by Christian Sarkar & Philip Kotler

Where are we going? When it comes to Brand America, the United States stands at an inflection point. It can be argued that what makes America great is our values.…

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Recent Posts

  • How Brands can Create an “Internet of Purpose”
  • The ROI of Brand Activism: Unilever’s Latest Findings
  • How Companies can Build a “Purpose Platform” for the Common Good
  • “Will the Amazon Fires Wake Up the World?” – An Interview with the Rainforest Alliance’s Nigel Sizer
  • “Get to Work!” A message from the B Corps to the Business Roundtable

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