All posts tagged: social responsibility

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.

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 priorities - an increasing dichotomy

Brand priorities. An increasing dichotomy

This thought-provoking presentation includes some interesting observations on the contrasting effects of brands on the world. On the one hand the Y&R planners point out, brands are responding to consumer expectations that they will drive social change, spending around $18 billion a year on charitable efforts and using their financial clout and influence to affect real change. On the other, some of the biggest brands now know more about us as consumers and individuals than government agencies and we have no real ways of knowing how they will use that information, and to what effect, going forward.

Purpose, people or profits

Purpose, People or Profits: The tough choices facing brands today

There are those who continue to frame the role of business in purely commercial terms. Business is hard enough, and the demands of shareholders and the markets so insistent, these people say, that companies need to avoid the ‘distractions’ of infusing a moral platform into what they do. They should just get on with making profits. That’s their purpose. After all that’s what shareholders demand and that’s typically what they’re compensated on.