For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent... →
Simon Mainwaring
If a brand genuinely wants to make a social contribution, it should start with who they are, not what they do. For only when a brand has defined... →
The leverage and influence social media gives citizens are rapidly spreading into the business world.
Too many brands treat social media as a one way, broadcast channel, rather than a two-way dialogue through which emotional storytelling can be... →
Social media demands a lot of us on top of our already demanding lives. So let's disconnect as we need to and renew our interest and ourselves.
Through their own actions, customers can hold companies responsible to higher standards of social responsibility. Through collective action, they can... →
A social contract is the way out of this dilemma for corporations that want to lead in the 21st century by showing consumers how seriously they take... →
The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands... →
The question remains: which brands will commit to creating a private sector pillar of social change, and which will become casualties of their own... →
Brands must be very specific in their choice of social media platforms through which to communicate their CSR or cause messaging.