All posts filed under: Brand viewpoints

Building compassionate brands

Building compassionate brands

In a recent address at Cannes, Monica Lewinsky made a plea for brands to play a more direct role in building a compassionate society: one where the power of social media to generate shame and humiliation (and gain money by doing so) was eschewed in favour of an environment that collectively supported and inspired individuals and their actions.

20 questions for activist brands

20 questions for activist brands

As more brands seek to engage in what Denise Yohn has referred to as the “cultural conversations” of today, they encounter reactions ranging from strong endorsement to cynicism about their motives. Starbucks, for example, hit turbulence with its Race Together campaign. (There’s an excellent analysis of why here.) Levis on the other hand seems to have had an easier ride with its Water<Less campaign. Patagonia’s Don’t Buy This campaign was hailed by many as honest, genuine and utterly in keeping with their beliefs.

Brand voice. Speaking up before others drown you out

In a world of conversations, everyone has something to say. You can’t control that – nor should you, at least  not in a democracy. Some people will agree with you. Others will not. You can’t control that either. Some will argue their case against what you are doing or suggest that you are not doing it correctly. They have the right to make their point within legal bounds. But where a lot of brands go wrong is that they take their cue for their own storytelling from the stories that others are telling about them. Their story, in other words, manifests itself in the form of reactions to other people’s stories rather than as actions built around their own narrative. Don’t get me right. Brands must respond to the assertions of others. But they cannot allow others to control the brand conversation to the point where their own share of voice is lost. They must know and advance their own viewpoints. Too many brands view challenges as criticism and react to them that way, instead …