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Purpose Bull Markets
As companies operating in North America and Europe well know, today’s volatile macroeconomic environment and gloomy outlook presents a massive challenge: how do we meet our financial targets and...
View ArticleThe Reengineering of Brand Marketing
Darwin’s theory of Natural Selection describes the gradual, non-random process by which biological traits appear in a population over time. In brand marketing, the evolutionary process also applies. It...
View ArticleDiscovering the Me in We
As brands, corporations and markets re-orient around Purpose, consumers are developing and demonstrating personal values amidst today’s persistent economic challenges and cultural upheaval. The 2012...
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Introducing: goodpurpose 2012
To be successful today, leading brands and corporations must stand beyond making profits. Edelman’s 2012 Trust Barometer found that tomorrow’s trust is built on societal performance through the...
View ArticleCautious… but still caring about Purpose
Though Belgians feel politically and economically feeble, they still place a high value on causes. Belgian consumers value companies that focus on Purpose alongside profit, but as the recession bites,...
View ArticleWhy Germans are more involved in Purpose today
During these economically turbulent times, the German people are becoming increasingly involved in social issues—and expect the same from business. There are three data points that struck me when I saw...
View ArticleMillennials and Brands- What have you done for me lately?
The end of 2012 brought about a number of things: A faulty “End of the World” prediction, a fiscal cliff debate and the start of the first year since 1987 in which all four digits are different from...
View ArticleThe Brain Science behind Giving
Humans are inherently empathetic. Our brains are hardwired to relate to other people’s experiences. When we witness or imagine someone acting, our neurons fire the same way they would if we were...
View Article2014 Brand Purpose Look Ahead – Power of Participation Platforms
According to IEG, cause marketing spending is anticipated to be nearly 200% higher at the end of ‘13 than it was 10 years ago. Clearly, consumers have not only been increasingly accepting of brands...
View ArticleImagining The Strange [Un]Sustainable New World of Tomorrow: 4 Mega Trends
A version of this post originally appeared on CSRwire on January 7, 2014. To view the full post, please click here. No, this is not another “looking at 2014” piece. I’m more interested in the mega...
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