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Category: Brand Activism

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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“Get to Work!”  A message from the B Corps to the Business Roundtable
  • Brand Activism

“Get to Work!” A message from the B Corps to the Business Roundtable

  • Posted on August 26, 2019August 26, 2019
  • by Christian Sarkar

A number of certified B corporations including Ben and Jerry’s, Patagonia, Natura, and Danone, North America have turned up the pressure on the the signatories of the Business Roundtable’s statement…

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Minding the Gender Gap: P&G’s Secret and the US Women’s World Cup
  • Brand Activism

Minding the Gender Gap: P&G’s Secret and the US Women’s World Cup

  • Posted on July 20, 2019August 26, 2019
  • by Christian Sarkar

Secret, the Procter and Gamble brand sponsor of the winning US Women’s World Cup team, has committed $529,000 ($23k for each of the 23 players) to address the pay gap…

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Does Your Business Have a Soul?An Interview with Elsie Maio
  • Brand Activism

Does Your Business Have a Soul?An Interview with Elsie Maio

  • Posted on June 14, 2019August 26, 2019
  • by Christian Sarkar

Elsie Maio has guided leaders in the Fortune 100 for over 25 years to achieve specific business goals by managing their brands strategically. She is an alumna of McKinsey &…

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Should Business Support the Green New Deal?
  • Brand Activism

Should Business Support the Green New Deal?

  • Posted on June 1, 2019June 1, 2019
  • by Philip Kotler

Does your business support the Green New Deal?   The American Sustainable Business Council (ASBC) does:   As responsible business leaders and investors in industries across  America, we support the Green New Deal.  By…

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Procter & Gamble’s Marc Pritchard On the Gillette Ad Backlash
  • Brand Activism

Procter & Gamble’s Marc Pritchard On the Gillette Ad Backlash

  • Posted on January 29, 2019January 29, 2019
  • by Christian Sarkar

Jonathan Knowles recent article in The Marketing Journal – Do Not Risk Your Brand To Build Your Reputation: A Lesson Learned From Gillette – is a cautionary tale for brands…

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Gillette: “The Best a Man Can Be”
  • Brand Activism

Gillette: “The Best a Man Can Be”

  • Posted on January 16, 2019January 24, 2019
  • by Christian Sarkar

Has Procter & Gamble joined the Brand Activism bandwagon? Gillette’s latest ad campaign is turning heads with its “woke” message: What we see here is an appeal to the “better…

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Can a Beverage Fight Hate?
  • Brand Activism

Can a Beverage Fight Hate?

  • Posted on January 14, 2019
  • by Christian Sarkar

Sprite’s #iloveyouhater campaign breaks new ground for a soft-drink commercial: According to Adage, Sprite is now just one of a string of brands to have addressed online “haters” and social media…

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Patagonia: “We’re in business to save the planet.”
  • Brand Activism

Patagonia: “We’re in business to save the planet.”

  • Posted on January 8, 2019January 8, 2019
  • by Christian Sarkar

In December of 2018 Patagonia updated its raison d’être: Is this feasible? Can Patagonia really “use business to protect nature”? What concrete actions is Patagonia taking to prove this isn’t…

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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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Raheem Sterling: NIKE’s got your back
  • Brand Activism

Raheem Sterling: NIKE’s got your back

  • Posted on January 2, 2019January 8, 2019
  • by Christian Sarkar

Speaking up doesn’t always make life easier. But easy never changed anything. @sterling7 pic.twitter.com/sFZHeMo5s4 — Nike Football (@nikefootball) December 15, 2018 When Raheem Sterling spoke up about racism at a…

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Legacy Making: Building the Long-Term Brand – An Interview with Mark Miller
  • Brand Activism

Legacy Making: Building the Long-Term Brand – An Interview with Mark Miller

  • Posted on December 21, 2018December 28, 2018
  • by Christian Sarkar

Mark Miller is the chief strategy officer at Team One, Publicis Groupe’s advertising agency for premium and luxury brands, and the founder of The Legacy Lab, a research and consulting practice that explores how…

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Racism on Display at Prada
  • Brand Activism

Racism on Display at Prada

  • Posted on December 15, 2018December 15, 2018
  • by Christian Sarkar

Less than 24 hours ago, the world read about Chinyere Ezie‘s shocking encounter with Prada’s extreme insensitivity  outright racism in the storefront of their Soho outlet.  Here’s her Facebook post:…

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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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