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How a well-executed social initiative strengthens your brand
David Aaker, Harvard Business ReviewIn the modern competitive business environment, innovative social initiatives offer a unique avenue for growth, customer loyalty, and employee engagement, often overlooked by organisations.
corporate narrative
The magical power of corporate storytelling
Michelle Wicmandy, MediumThroughout history, people have enjoyed sharing stories around a fire. Even today, this urge to tell stories persists. In the business world, storytelling is crucial to success. The art of storytelling inspires, influences, and persuades people to act. It has the power to lift today’s struggles by revealing...
corporate narrative
What makes a great corporate purpose statement
Catherine Bailey, Catherine Tilley, and Anna Lelia Sandoghdar, Harvard Business ReviewHaving a well-crafted purpose statement really matters. Not only does it represent the organisation’s aspirations, it also sends signals to employees about what the company stands for. It is the vital first step on the road to actually embedding and activating an authentic purpose. Yet leaders often struggle to...
corporate narrative
Consumers are wise to ‘woke washing’ but truly ‘transformative branding’ can still make a difference
Amanda Spry, Bernardo Figueiredo, Jessica Vredenburg, Joya Kemper & Lauren Gurrieri, The Conversation, 27 October 2021Businesses have a chequered history when it comes to engaging with societal problems, from self-serving “box ticking” corporate practices under the guise of social responsibility to shifting responsibility to consumers to make ethical choices. More recently, “woke washing” has seen brands promoting social issues without taking meaningful...
corporate narrative
stakeholder
The truth behind corporate climate pledges
Jocelyn Timperley, The Guardian, 26 July 2021Facing a reckoning over their contribution to the climate emergency, companies are coming out with a record number of pledges. More Fortune 500 companies have adopted emissions targets and one in five have science-based targets. At least one fifth of the world’s 2,000 largest public companies have now made some kind of “net zero” pledge to...
corporate reputation
corporate narrative
socio political environment
A post-truth world: why Ronaldo did not move Coca-Cola share price
IESE Business School, Forbes, 19 June 2021A few hours after the Euro 2020 opener, an assortment of articles had appeared all over the world suggesting that Ronaldo’s distaste for unhealthy Coca-Cola products had wiped out US$4 billion of the brand’s value. Yet so much of this conjecture was built on a shaky, if not false, premise. In fact, Coca-Cola’s market value was already down US$4...
corporate narrative
socio political environment
Are companies supporting Pride and other social movements ‘wokewashing’?
Kim Sheehan, The Conversation, 04 June 2021Consumers are increasingly wanting companies to address society’s big problems. Research suggests more than half want to buy from brands that take stands on social issues. However, some consumers don’t welcome large-brand sponsorships of Pride, arguing they paper over LGBTQ marginalisation. These brands are not seen as authentic advocates, as...
corporate narrative
socio political environment
Harvey Norman deletes Twitter account amid outrage over JobKeeper
John Taylor, The Guardian, 01 June 2021Retail giant Harvey Norman has deleted its Twitter account after mass blockings of critics, and bizarre emoji responses to tweets challenging the company over its decision to retain JobKeeper payments. Criticism came after the company’s founder, Gerry Harvey, refused to refund $22 million in JobKeeper payments. Although the company’s Twitter...
corporate narrative
TikTok launches jobs service for Gen Z
Sara Fischer, Axios, 11 May 2021TikTok is testing a tool for brands to recruit employees, positioning it as a recruitment vehicle. The pilot program is designed to help people find jobs on TikTok and connect with companies looking to find candidates. Users can post a TikTok video resume to the site rather than a traditional resume. The idea is for users to give an elevator...
corporate narrative
stakeholder
Patagonia shows corporate activism is simpler than it looks
Andrea Chang, Los Angeles Times, 09 May 2021Outdoor apparel retailer Patagonia has often found itself as the forefront of corporate activism. The company does not stay silent as part of being risk averse. Instead, it has managed to successfully mix business with activism throughout its 48-year history, its core business selling outdoor clothing is seemingly bolstered by its progressive...
advocacy
corporate narrative