Reading Time: 5 minutesRecently Jan Rijkenberg raised some interesting points in an article (thanks Jeremy) in which he questioned the importance, indeed the relevance, of underpinning individual brands with the identities of their corporate owners. It does brands no favours, he suggests, to collectivise them as part of the bigger entity. In so doing, he maintains, they lose […]
Tag: corporate responsibility
Putting truth back into your brand
Reading Time: 2 minutesSo you’ve looked long and hard at how your brand is managed, and it’s clear that the truth has been allowed to slip. If you no longer want to be managing a deceitful brand, how do you find a way back?
Can brands change the world through participation?
Reading Time: 5 minutesThere’s crises and dangers everywhere we look. From ISIS to mass shootings, pandemics to weather events, Greek debt to commodity slumps, the actions and repercussions stream onto media in a seemingly endless scroll. In that sense the world we live in has changed little from when I was a child.
Brand purpose is easier said than done
Reading Time: 3 minutesI call it the goodness movement – the rush to appear responsible that has gripped global brands over recent years. Recognising that ethics, sustainability and CSR are now consideration factors in consumer purchasing (although we could debate the extent), brands are eager to show the world that they are doing what they can. But how […]
Will your customers forgive you?
Reading Time: 5 minutesPerhaps it’s inevitable. At some stage, a brand is going to do something to upset customers and prospects. That’s the price companies pay for trading in an era of greater and greater transparency. The key question is: when something does go wrong, will your brand be forgiven?
How do you define a responsible brand?
Reading Time: 2 minutesThe ethical consumer may be a well identified buyer in the marketing press, but customers themselves seem somewhat confused by what counts as a responsible brand.
Real brand responsibility: your story of why
Reading Time: 3 minutesHistorically, corporate social responsibility (CSR) has put the emphasis on how businesses are doing good. It’s become an increasingly varied checklist of “things we’ve done right”. Today though, socially aware audiences want to do business with brands that are good. They want brands to assume real responsibility. And to share that story.