Marketing is sometimes perceived as deceitful or manipulative, with a goal to make us buying things that we don’t really need or at unfairly high prices. It may also be viewed in an oversimplified manner, as “common sense” and “creative thinking”, limited to promotional activities and advertisement. On this site I will focus on positive aspects of marketing - changing the world for the better, establishing new trends, providing great customer service, engaging and creating shared value, corporate social responsibility and sustainability. I will also tell you how successful marketing strategies are rooted in understanding human psychology.
More evidence has emerged linking a company's performance with its purpose beyond profit. Global customer agency C Space has released a new study detailing how companies can generate consumer-inspired growth. The study describes the behaviors that consumers actively seek from companies, translating them into five distinct customer imperatives matched against company behaviors, and providing a blueprint for how a company can act more human.
Inventive circular solutions to the world’s most pressing problems continue to stream in, with entrepreneurs and researchers across North America, uncovering creative new ways to transform food waste. Mexico’s Sombra Mezcal is making social and environmental progress in Oaxaca by modernizing mezcal supply chains, while researchers at Penn State’s College of Agriculture have uncovered a groundbreaking new coating that could help curb plastic food packaging pollution.
From Visa’s recent Hurricane Harvey spot to Boost Mobile’s “Boost Your Voice” and Whirlpool’s “Care Counts” campaigns, advertising is undergoing a paradigm shift, with brands across industries increasingly moving towards purpose-driven messages that speak to some of our biggest environmental and social challenges. Earlier this week, D&AD and Advertising Week announced the winners of its second annual D&AD Impact Awards, which recognizes creative ideas that have had a real impact and ultimately contribute towards a better, fairer and more sustainable future for all.
Corporate social and environmental responsibility has developed to a point where the world’s leading CEOs believe it is essential to their companies’ long-term business success. The movement is growing, and companies around the world are approaching social and environmental problems as opportunities to drive profit as well as progress for humanity. Impact is driving innovation; therefore, it is essential to both brand image, the future of the planet and the bottom line.
One kind of story coaching I do is to help former foster youth find their voice and tell their stories. I do this through a local nonprofit, Just In Time For Foster Youth (JIT).
These 18-25 year-old young men and women want to tell their story to:
The renewable and electric vehicle markets may be growing at an unprecedented rate, but approximately 1.3 billion people around the world still live in communities where power generation is restricted and access to electricity is virtually non-existent. Auto giant Nissan is gearing up to change that, announcing three new sustainability pilot projects aimed at improving access to energy and mobility for communities most at risk or in need.
Are you addicted to a food, beverage, device, game, or app? According to Robert Lusting, companies can ideliberately target your brain to encourage more use.
The Royal College of Psychiatrists kicked off a six-week student recruitment campaign with a national media push and an emotive film voiced by patient testimony.
Last week, L’Oréal completed the sale of The Body Shop to Brazilian sustainable personal care group Natura Cosmeticos. Natura’s acquisition of the natural beauty brand is part of a broader strategy to become a global, purpose-driven multi-brand and multichannel cosmetics group. We spoke with Christopher Davis, International Director of Corporate Responsibility and Campaigns at The Body Shop, to learn more about what the sale could mean for the company’s sustainability efforts going forward.
As part of a $20 million learning investment, HP Inc. has launched the HP School Cloud, featuring the HP Open Learning Platform. HP School Cloud is a hybrid cloud appliance, acting as both an advanced wireless router and state-of-the-art file and content server. Each device will leverage a range of free, open-source educational materials, giving schools without the Internet access to millions of e-textbooks and thousands of lessons on reading, science, mathematics and more. The announcement marks a significant step forward in advancing HP’s goal of improving learning outcomes for 100 million people by 2025.
Airbnb has emerged as a leader in the fight against those who promote hate and racial superiority, while other technology companies have failed in the wake of the Charlottesville attack.
Every brand must find its own path if it wants to connect with humanity in an authentic and meaningful way. It starts with considering whether your brand is an aspirational brand — one that unites style, social status and sustainable values to create a seamless brand experience — or an advocate brand — one that uses its megaphone to fight loud and proud against social, economic and environmental injustices. So, which approach is right for your brand? BBMG has been tracking the Aspirational and Advocate psychographics for several years, and through that and its work with purpose-driven brands, has identified five principles for each brand pathway, which it shares here.
Your company’s core values and its purpose are the fundamental building blocks of your culture. When you shape your company purpose around your values, you’re really defining the culture for your business. That’s why it’s so important to align your actions with your values and live your company’s purpose on a daily basis. Here, Russ Stoddard, founder of Oliver Russell, shares how by aligning actions with values and purpose-beyond-profit, businesses can create a successful brand.
I caught up with Sheryl Sandberg in Cannes to discuss the genesis of the Glass Lion award, the bias that persists in advertising, and the progress that is being made to meet Sandberg’s vision of a world free from inequality in media as pervasive—and powerful—as advertising.
To get content containing either thought or leadership enter:
To get content containing both thought and leadership enter:
To get content containing the expression thought leadership enter:
You can enter several keywords and you can refine them whenever you want. Our suggestion engine uses more signals but entering a few keywords here will rapidly give you great content to curate.
Your new post is loading...
Scoop.it!
