Consumer/Lifestyle Branding Digest, October 28, 2015

5 Things You Need to Know About New Heartland Pro-Millennials
(Forbes, 07.10.15)

Millennials are top of mind for most brands, but few have mastered how to convert them into loyal customers. One big faux pas we see brands make frequently is lumping them into one big group. In reality, Millennials are extremely diverse in their life stages, habits, and values. Where they live also has big impact on their brand loyalty.

A Playful, Interactive Approach to Book Marketing in the Digital Age
(Fast Company, 30.09.15)

Old-school book publishers can be reticent to weave new technologies into their long-established practices, but a team of designers at Penguin UK is working to change that. Last year, designers Mathieu Triay and Matthew Young designed an interactive “wheel of book discovery” for the esteemed publishing house’s 80th birthday. Now they’ve designed an equally appealing site for Carlo Rovelli’s bestselling book, Seven Brief Lessons on Physics.

The Marketing Puzzle Is Unsolvable, but Here’s Why That Doesn’t Matter
(Adweek, 21.09.15)

It has taken a long time—maybe the entire history of advertising—but today’s iconic brands are finally discovering how to balance the art of marketing with the science of data to connect with more customers. In most cases, the secret is using technology that can deliver and simplify the science in ways that nurture creative innovation.

What Could Facebook’s Personal Assistant ‘M’ Mean for Marketers?
(Marketing Week, 27.08.15)

From delivering flowers to booking travel, Facebook is taking on Apple’s Siri by introducing its very own personal assistant feature on Facebook Messenger. But how could brands benefit?

“I think people love having a person behind a brand who lives it. The idea of storytelling is really important.” —Aerin Lauder

Cause Branding Digest, October 27, 2015

Millennials More Attuned to Corporate Social Responsibility
(MediaPost, 01.10.15)

Millennials and people with children are more likely to invest in a company well-known for its corporate social responsibility programs compared to non-Millennials and people without children.

Volkswagen and the Failure of Corporate Social Responsibility
(Forbes, 27.09.15)

The Volkswagen case represents above all an absolute failure in terms of Corporate Social Responsibility (CSR). The company deliberately set out to design a means to circumvent emissions control—a stratagem known at the highest levels—with the aim of giving the company an unfair advantage over its competitors that made it the world’s number one car maker, in large part on the basis of its supposedly environmentally friendly cars; meanwhile it was poisoning the planet.

Role Businesses Should Play in Social Change
(Triple Pundit, 09.10.15)

As we move further into the 21st century, the global community faces an array of difficult challenges. Over one billion people are struggling with water scarcity, a problem particularly salient in California due to the ongoing drought. Alternatively, in places like Africa, the fight against dangerous diseases such as Ebola has captured the world’s attention. In order to overcome the challenges that face us all, we all must accept the responsibility to act. We each have a role to play — every individual, every city, every country and every business.

How Thoughtful Leaders Earn Employee Loyalty
(Convince & Convert, 09.09.14)

It’s axiomatic that customer satisfaction is every business owner’s first and highest priority. When customers are satisfied they will return and bring others. More customers means rising sales and profits. Right? Close, but wrong.

“Corporate social responsibility is a hard-edged business decision.” —Niall FitzGerald