BY CHRISTIAN SARKAR and PHILIP KOTLER In his first week in office, President Trump unleashed a wave of executive orders aimed at reshaping the federal workforce. These include a temporary…
Category: Workplace Activism
One of the problems with constantly measuring the “values gap” between your company’s conscience and the conscience of the various stakeholders is the difficulty of “staying the course” based on…
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…
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…
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 &…
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…
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…
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…
According to We Are Social‘s Mobbie Nazir all brands should have anti-hate policies visible on all their channels. Here’s her insight: Almost all brands choose to silence hate on social media by…
“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’
The Trump administration is considering restricting the definition of gender to be based on a person’s genitalia at birth. This has led to fifty six companies uniting to sign a letter condemning the…
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…
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.…
Our economic system of Capitalism is both praiseworthy and blameworthy at the same time. We need to acknowledge that worldwide Capitalism has lifted many out of extreme poverty. But almost…
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…