All posts tagged: corporate responsibility

Brand purpose is easier said than done

Brand purpose is easier said than done

I 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 much of what they are saying is actually driving how they operate and the decisions they make?

Balancing energy and focus in your organizational culture

Balancing energy and focus in your organizational culture

In this post from some time back I talked about the difference between brand energy and brand focus. I discussed how marketers often put the emphasis on spend (energy) and hope it ties to an outcome. I contrasted this with marketers who begin with the outcome they want (focus) and apportion an appropriate level of energy to achieve it. Above all, I emphasised the need for balance between these two forces.

Are corporate brands dead

Are corporate brands dead?

Recently 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 their individuality and therefore their specific appeal.