The new, more human-centered difference
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Do Good book event at Brand Exchange in London
Anne Bahr Thompson speaks with Paul Morris about her book Do Good, the research that led to the model of Brand Citizenship and creating financial value and social impact.(Click on the text to view the Facebook live...
From Brand Activism to Brand Leadership in the wake of Parkland
Profound changes in cultural sentiment are shifting the role business plays in addressing social issues at an accelerating rate. Companies across industries are stepping up and taking stances on issues typically considered outside their realm. Brands have...
7 Leadership Virtues People Demand Brands and Political Leaders Embrace
(Featuring examples from Do Good) More and more brands are taking on social causes and political agendas and as they do, expectations for business’ role in society are increasing. Brands that have a well-defined purpose naturally align themselves with befitting...
5 steps to put people first & cultivate a winning brand
More and more, employers are recognizing that HR must shift its orientation from human resources to human relationships. Since the oldest Millennials entered the workplace around the turn of the new millennium, employee engagement and satisfaction has jetted to the...
The call for brands to do good grows stronger
The US, and indeed the world, continues to shift at an accelerating pace, one faster than we have seen before. And as it has, I’ve been asked by a number of clients and prospects if I believe the call for companies to do good will continue. Real change takes time—even...
Transcending the customer: Successful brands solve personal ME worries & solve global WE concerns
OVERVIEW People’s expectations of government, business and other longstanding institutions have been shifting since 2008.. And, perhaps more so than anything, Brexit and the US Presidential race prove there’s no going back. Business as usual—with ‘leaders’ running the...
The Intangible Things Employees Want from Employers
Understand the me-to-we continuum. as printed in HBR.org There are some companies we look at, admire, and say, “Wow, I really want to work for them.” These companies understand that employees are as important as the paying customers who consume the products and...
5 Steps for Brands to Do Good – for customers, employees, other stakeholders, society & the planet
The playing field for marketing has changed. Business as usual—with marketers and ad agencies running the show and consumers coming along for the ride—no longer speaks to the needs, longings, and practical realities of our modern society. The global economy,...
In 2015, investors will bet more on brands with a transparent, long-term focus
For decades, many people have considered corporate efforts to fund social and environmental programs public relations campaigns designed more to boost brand reputation at best and, at worst, a way to right wrongs. Positive reactions to exposed negative actions – part...