UPDATE: Jeep has pulled the Springsteen ad following a report by TMZ that Springsteen was arrested in New Jersey for a DWI in November. Bruce Springsteen (and Jeep) give us a powerful…
Category: CSR
Coca-Cola is in trouble. And the way out is not advertising. Does Coke really think the consumer will drink their way back to a “new normal”? #opentobetter, a UK-based campaign,…
Last night, the President of the United States hid in a bunker and turned off the lights at the White House. Not since the murder of MLK has the USA…
B2B brands are in for a rude awakening. By lagging behind their B2C counterparts, they are inadvertently creating a rift between their future customers and their future business. What do…
Henry Mintzberg is the John Cleghorn Professor of Management Studies (Strategy & Organization) and Faculty Director (International Masters for Health Leadership) at the Desautels Faculty of Management of McGill University…
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…
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…
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…
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 &…
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…
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.…
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…
“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…
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…
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’
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.…
“…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…
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…
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…
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…
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.…
Historically, most brands have been marketed on their performance characteristics. “Our toothpaste is better than yours.” We’re better at “whitening teeth,” “preventing cavities,” or giving you “fresh breath.” Positioning was the name…