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Month: October 2018

“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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Recent Posts

  • What is a Regenerative Business? The Case of Palermo’s Moltivolti
  • Bruce Springsteen’s Reunited States of America
  • CEOs, Political Contributions, & the Brand
  • Coca Cola’s #opentobetter
  • Cross-Brand Activism: The Way Forward

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