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…
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…
I’m taking issue with Marketing magazine last week – 18th Jan. They’ve fallen into the media trap of sensationalist headlines that throw the baby out with the bathwater… ‘Shift’ (p19) gave a timely reminder that we all need to think about consumers in a multi-dimensional way, as any consumer segment is full of contradictions. But it’s certainly not true…
Thanks to the Marketing Society for an interesting evening – a combination of ‘what makes great marketing’ and ‘how to win a marketing society award’. For those of us not entering, we were there to hear any gems from the 4 esteemed speakers – Fiona McAnena of BUPA, Chris Macleod of TfL, Sarah Speake of Google, Ian Armstrong of…
At last week’s Marketing Society Conference – a day of Global Leadership discussions – we were treated to a very well put together and powerfully delivered talk from Keith Weed, CMO at Unilever. The headlines, reported succintly in today’s Marketing magazine (7 Dec), focus on how they are embedding sustainability in the business, not having separate CSR, and how…
It occured to me in discussions with a client yesterday that social media, that big scary/cool exciting world (depending how far along you are with embracing it for your brand), is currently the brand equivalent of discovering alcohol as a teenager. It makes you feel like you are the coolest dancer at the party. It’s not until much much…
Another great evening with the Marketing Society last night; this time an audience with Sir Terry Leahy, the maestro of Tesco’s phenomenal success, who started out as a Tesco marketer and worked his way up to the top. It’s so easy to take Tesco for granted, but in the 14 years of his reign as CEO, he took it…
In a world of decaying trust, where…
A fascinating panel discussion of experienced Chairmen…
