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…
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…
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…
Last month I had the joy of spending 2 days with a group of amazing movers and shakers determined to make the world a better place. Precious metals and gems have some of the worst supply chains in the world, with child labour, health issues from toxic materials, environmental destruction, and loss of biodiversity just some of the side…
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…
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…
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…
Soviet Union – bastion of communism, communal good, anti-competition? Well it certainly was in 1942 in the midst of WW2. But as I’m learning from a long overdue re-watch of ‘The World at War’ (Thames Television 1970s triumph), some astonishing marketing genius emerged from the heart of the Kremlin that we can learn from even today. So in a…
Thanks to the Marketing Society for a great Annual Lecture last night – by Paul Polman, CEO of Unilever… If the assembled 300 audience didn’t realise it before, by the end we were quite clear he’s one of the most influential men on the planet, outgunning David Cameron et al by some margin… running an organisation that operates in…
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…
In a world of decaying trust, where…
A fascinating panel discussion of experienced Chairmen…
