Do marketers think ecolabels can help drive brand growth?

In a world of decaying trust, where some think we’ve had enough of experts and ‘fake news’ is a phenomenon, what role is there for a 3rd party aiming to bring credibility to brand claims? In an update to the groundbreaking 2012 research, bluebabel has investigated the opinions of 50 leading marketers and 50 of their sustainability colleagues, to…

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Non-Exec Directors say: “Purpose and strategy have to drive culture”

A fascinating panel discussion of experienced Chairmen and Non-Exec Directors this week, revealed just how important ‘purpose’ can be in the top FTSE UK companies. The debate was around culture and diversity in the boardroom, though the panel stretched the remit to be culture and diversity in the organisation, and how that should be led and reflected by the…

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Responsible Business Summit 17 accidentally demonstrating the ‘Purpose Problem’

  The Responsible Business Summit is one of 2 big sustainability-in-business conferences that I go to every year (the other being Sustainable Brands). Entitled ‘Deliver Social Purpose with Impact’, 2017’s June conference had an¬†impressive array of speakers that teased me that the 2 days would be a corker. And it’s true, I learned a lot about what companies are…

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#SB15 hits the spot with inspiration and insight

SB15 took place in London last week. A day of research workshops, and 2 days of brand/business presentations. All aiming to inspiring us with HOW NOW. Although there was a little of WHAT NOW? And HOW? And WHY on EARTH? there was indeed a fair smattering of inspiration. Highlights included: – Prince EA; devastatingly passionate, articulate and moving in…

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Insight from Lord Coe on tackling big challenges

Its unlikely any of us will ever have to face a challenge as big as putting on the Olympics. But as Lord Coe showed last night, at the Marketing Society Annual Lecture, there is still much to learn for the rest of us, whether our challenges be about transforming brands, launching new products, or building our teams. He walked…

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Purpose – Inspiration from Google Creative Labs and Choccywoccydoodah

What can we learn about building a compelling and distinct purpose for a brand or business, from organisations as diverse as Google Creative Labs and Choccywoccydoodah? Well, thanks to the Lost Lectures mini-phenomenon (“enchanting¬† talks from secret locations”), a big dose of inspiration was received last week from six eclectic 20min talks packed into one interesting evening. And the…

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Apple and WWF: Both brands of desire. A lesson for other NGOs?

Indeed, they are both proven to be desirable brands – strong brands that encourage consumers to Think, Feel and Act differently. The new Brand Desire 2012 research from Clear, shows that Apple is in the top 3 in the world in all 3 areas, and WWF is a winner in making people Feel differently. Interesting, because if you ask…

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