Conversation Leadership – How Brands Build Business & Inspire Change by Leading Proprietary Conversations

A higher order position brands can earn in the external and internal engagement space is cultural leadership. This is about brands shaping culture to create positive impacts in the world. To navigate this territory, brands must first establish conversation, which is the subject of this post and corresponding video clip, to be followed by community …

TOP TEN REASONS YOU MUST LEVERAGE PURPOSE TO BUILD YOUR BRAND

There is no shortage of reasons to rise to the challenge of leveraging your brand’s resources and reach to address the many social challenges we face, from climate change, the environmental degradation, to loss of biodiversity, and beyond. But any sober assessment of whether this is likely to happen must account for the realities that …

From Calls to Action to Calls for Activism

In a time where information overload, big data and consumer skepticism rule the media, brands are clamoring to cut through the clutter and carve more important roles in consumers’ lives. And those brands that have invested in progressing their social and environmental impact are now winning out, gaining greater mind-share of their customers. What we …

Caring Companies – Consumers’ New Bottom Line

The results are in from Havas Media’s latest Meaningful Brands Index and purpose-driven brands are outperforming on major counts. According to Havas, a meaningful brand is one that offers three types of value: marketplace benefits (i.e. value delivered by products); personal benefits; and, collective benefits (i.e. positive impact on greater society). From the survey, Samsung, …

Malina Brown of City Year Los Angeles on Creating a Culture for Content

City Year Los Angeles is a nonprofit founded on the belief that education has the power to help every child reach his or her potential. We sat down with Malina Brown, Managing Director of Communications, to understand the role of storytelling in nonprofits, as well as how to create a culture for content. In our …

Purpose as a Launchpad for Employee Advocacy and Business Innovation

Companies placing purpose at the core of their business strategy see the benefits of creating a tailored pathway to employee engagement, social storytelling, and overall business innovation. Making a positive impact is ultimately peculiar to your company, to what you do, and to how you apply and integrate purpose throughout the organization. IBM’s 2014 World …

Brands Call Bullsh*t On Their Competitor’s Alternative Energy Storytelling

Early innovator in the alternative energy space, Toyota turned up the heat this week on Tesla (and other industry critics), by literally calling out and knocking down their pessimistic opinions towards hydrogen. Toyota’s Fueled by Everything campaign consists of five episodes, the first of which launched last week on Earth Day. The main focus of …

Take Your Impact Strategies ‘On the Road’

They say if you build it, they will come. However, in today’s ever-changing marketplace, consumers’ heightened expectations are flipping the onus off themselves and onto brands. The result? Leading brands not only recognize this newfound empowerment consumers possess, but, are literally uprooting themselves to show-up where their consumers are in intimate ways, ultimately proving their …

One-to-one Connections: Inspiring Others To Share Your Brand Story #SocBiz25

Every brand is anxious to inspire internal and external stakeholders to share their story. A brand must define a story worth telling to be a brand worth sharing, and how well it tells that story will determine how well its stakeholders share it with others. With these caveats in mind, the first thing every brand …

How Big Brands Incubate Start-Ups Doing Good

Overview What started off as a seemingly simple online platform to connect buyers and sellers (read eBay), has reframed the form and function of business as usual. Ebay not only provided support to individual craft-makers, home-sewers and hobbyists, but support and space for small businesses to thrive. Today, the notion of big supporting small has …

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