How Conscious Capitalism is Driving Business and Social Change

Each year, the Conscious Capitalism Movement holds an event that provides marketing leaders with insights on how to marry purpose and profit in ways that build their business and a better world. I’m thrilled to participate in one of these practicums this year, sharing best practices and case studies around the art and architecture of …

Why Integration is the Key to the Impact of a Brand’s Social Purpose

A couple of weeks ago I had the pleasure of keynoting at the annual ACCP conference, the Association of Corporate Contribution of Practitioners. This event brings together corporate responsibility and Foundation leads from many of the country’s largest F500 brands and the topic of discussion was how to build the business of a brand by …

Coca-Cola On How Brand Story Shapes Brand Leadership

Tom LaForge, Global Director of Human & Cultural Insights at the Coca-Cola Company, sat down with us after speaking at our 2013 Brand Leadership Summit and took us deeper into the ideal that brand story shapes brand leadership, and how today’s biggest corporations have the best chance to drive social change on a global scale. …

3 Reasons Why Vine Will Be Part of the Future of Social Marketing

Vine was launched way back in January of 2013, and since then its popularity has exploded across the social world. By April it had become the most downloaded app in the iOS store. What started as a fun and exciting way to share six-second videos with friends and family became a potential sleeper hit for …

5 Reasons to Activate Employees Around Your Company’s Social Purpose

In today’s climate of intense customer activism powered by nimble mobile and social technologies, brands must now define and lead with their social purpose in ways that build customer trust, loyalty, and sales. Yet many organizations miss an element that’s critical to building an authentic community of brand ambassadors: their employees. In fact, 54% say …

Brand Awakening: 3 Key Steps To Ensure Your Company Survives

In January of this year, Edelman released their annual Trust Barometer Report and distilled the 2014 learning down to one single phrase: “Business to lead the debate for change.” It’s in this context that three recent strategic moves by major brands reveal what large brands must do to lead our future. 1. RISK MITIGATION: This week …

Inside charity: water’s Powerful Video Strategy

Paull Young, Director of Digital for charity: water, was one of our fantastic 2013 speakers at the annual We First Brand Leadership Summit. In a nutshell, charity: water is a nonprofit organization with a mission to bring clean and safe drinking water to every person on the planet. But what makes charity: water remarkable from …

How To Name a Company To Succeed In Social Business

As a start up or social enterprise, you have one advantage over big and well-established brands: You get to start with a clean slate and that includes your company name. Most multi-national corporations and industry monopolies were framed in days when most of their attention and advertising spend was self-directed. Tall buildings were emblazoned with …

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