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Category: CSR

Bruce Springsteen’s Reunited States of America
  • Brand Activism

Bruce Springsteen’s Reunited States of America

  • Posted on February 8, 2021February 12, 2021
  • by Christian Sarkar

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…

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Coca Cola’s #opentobetter
  • Brand Activism

Coca Cola’s #opentobetter

  • Posted on January 12, 2021January 12, 2021
  • by Christian Sarkar

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,…

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Black Lives Matter: When Wicked Problems Intersect
  • Brand Activism

Black Lives Matter: When Wicked Problems Intersect

  • Posted on June 1, 2020June 3, 2020
  • by Christian Sarkar

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…

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B2B Brand Purpose: The Coming Backlash
  • Brand Activism

B2B Brand Purpose: The Coming Backlash

  • Posted on February 18, 2020February 19, 2020
  • by Christian Sarkar & Philip Kotler

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…

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The Declaration of Interdependence – an interview with Henry Mintzbeg
  • Brand Activism

The Declaration of Interdependence – an interview with Henry Mintzbeg

  • Posted on January 30, 2020January 30, 2020
  • by Christian Sarkar

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…

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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, 2019May 1, 2020
  • 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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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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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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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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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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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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“Finally, Brand Activism!”
  • Brand Activism

“Finally, Brand Activism!”

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

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…

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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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