Three Brand Disasters From 2016 That Every Company Must Heed

More than ever companies are realizing the storytelling potential of purpose-driven brand strategy and leveraging consumer activism to amplify their marketing efforts and drive profits. Too often however, brands put the telling before the story itself by promoting work they cant stand behind and risk damaging their reputation and bottom line. The allure of using …

How to Inspire Your Customer to Build Your Business

A cornerstone of the We First mindset is focusing on being the celebrant, rather than celebrity, of your customer community. In doing so, you not only shift the focus off of yourself as a brand and onto your customer base, but shine the light on the emotive impact you create out in the world rather …

In Times of Divide, Embrace Unifying Movements

Reflecting back on 2016, there’s no doubt that we’ve seen and experienced significant moments of division around the world, from Brexit to Trump’s Presidential victory. What these pivotal moments in history are showing us, however, is that times of divide can actually inspire us to unite with even greater passion around the values we share. …

Leading Brands Upping Their Purpose Game

As we approach end of year, annual plans and strategies for 2017 are well underway alongside review of the last 12 months. Looking back over the past year, we cannot help but feel both optimistic and impressed to see how incredibly valuable brands, such as Apple and Patagonia, continue to ‘up’ their purpose game. Apple …

We First 5: Sustainable Business, Standing Rock, & Searching for Sebbie

1. FSC and the Power of Competitor Collective Action The Forest Stewardship Council’s (FSC) recently launched campaign – One Simple Action, One Profound Impact – is the first time consumer-facing companies, including Patagonia, Pottery Barn and Charmin (some of which are actually competitors) have collaborated to share and promote the merits of choosing FSC. Aimed …

We First 5: Apple, Patagonia, and a We First Thanksgiving

1. Apple’s Emotional Appeal for Acceptance Holiday ads are always highly anticipated, emotive expressions of the brands we love – and Apple’s commercial hits this home. Its latest ad not only appeals to the sweet sentiments of the season, but reinforces how important it is for us to show acceptance now more than ever. Watch …

We First 5: CoverGirl, Consumer Backlash, & COP22

1. CoverGirl’s New Ambassadors We love to see brands embrace new, more inclusive mindsets that are ultimately more reflective of their customer and consumer base. Mega beauty brand CoverGirl is the latest to celebrate and honor cultural diversity by naming two new ambassadors – 17-year-old makeup artist James Charles (the brand’s first cover boy) and …

We First 5: Airbnb Community, COP21, and Super Moon Monday

1. Airbnb’s Commitment to Community Coinciding with the week’s festivities, Airbnb launches a powerful spot around community commitment – bringing to life their platform, Belong Anywhere. It is a fresh, inspiring and emotive side of the brand we are seeing – a beautiful demonstration of purpose-driven storytelling. 2. Howard Schultz’s “The Promise of America” Ahead …

Ben & Jerry’s: How to Leverage Products and Services to Champion a Cause

Climate change is real. Beyond the scientific data sets demonstrating the impacts of environmental degradation on our planet, we are now seeing that trickle into the brands, products and services we all know in love. Most pointedly, recognized climate change advocate Ben and Jerry’s recently released its ‘Endangered Pints List’ – 15 beloved flavors in …
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