Topic: Values-based Marketing
Direct Threats Against Brands Add New Component in Reputational Risk
Sticks and stones may break my bones, but words will never hurt me. Or...will they?
Turning the Page: CCOs Set to Thrive as Vital Brand Stewards
For leadership teams and boards, 2020 will be remembered as a time when chief communication officers stepped up and shined in the midst of turmoil and uncertainty. As brand communicators responded to the ever changing COVID-19 landscape, seamlessly pivoting strategy became the norm.
Sports Leagues Continue Their Off-the-Field Fight Against Online Hate
Sports exert a powerful influence on life, imparting values such as teamwork, perseverance, and fair play for those who participate and spectate. Pro sports have continued to step up and shine a bright light on the ongoing international movement for anti-racism and social justice.
Leading with Purpose In the Face of Social Disruption
Leadership is challenging in the best of times. Now, faced with a prolonged pandemic, an economic downturn, nationwide social justice protests, and unprecedented political divisiveness, even the most sophisticated brand leaders are struggling to navigate turbulent waters.
The Risks for Brands in Doing the Right Thing
The choice seems like an easy one. Stand up for what you believe in. Commit to your brand values and demonstrate them in your actions, not just your words.
How a Brand’s “Get Out the Vote” Message Can Help or Hurt
Brands have traditionally steered away from politics for the same reasons you don’t get into it with your angry uncle at Thanksgiving. No matter which side you land on, discussing politics will always alienate someone—a risk most brands aren’t willing to take. Until now.
Brandstanding: How Today’s Brands Must View Social Responsibility
In 1970, Milton Friedman, an American economist who won a Nobel Peace Prize, famously said, “There is one and only one social responsibility of business—to use its resources and engage in activities designed to increase its profits so long as it stays within the rules of the game, which is to say, engages in open and free competition without deception or fraud.”
The Double-edged Sword of Values-based Marketing
It’s hard to believe there was a time when brands could do incredibly creative things, such as augmented reality or encourage user-generated content related to a campaign, and the world heralded their ingenuity, without the worry of harassment or disruption from instigators.
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