Corporate Branding Digest, October 12, 2015
Posted on October 12, 2015 by Havas PR
Ethical Mantra ‘Don’t Be Evil’ Becomes ‘Do the Right Thing’ for New Google Parent
(Marketing Land, 05.10.15)
The Wall Street Journal points out that Google’s corporate parent, Alphabet, has a new code of conduct and a new ethical slogan: “Do the right thing.” The code states in its preface, “Employees of Alphabet and its subsidiaries and controlled affiliates (‘Alphabet’) should do the right thing—follow the law, act honorably, and treat each other with respect.”
Airbnb Targets ‘Super Brand’ Status as It Outlines Community-Led Marketing Strategy
(Marketing Week, 05.10.15)
With Airbnb now appearing on the high street thanks to a new partnership with STA Travel, James McClure, its general manager for the UK and Ireland, has told Marketing Week that the disruptive travel startup is committed to developing into an “iconic super brand.”
How to Develop a Stellar Employer Brand
When it comes to attracting talent, a strong employer brand can positively influence the recruiting process. Consider companies such as Google and Amazon. Candidates might not flock to these employers merely for a job but rather to also be part of a creative and exciting workplace.
Why Transparency Is Essential to Building Corporate Branding
The growing demand for greater corporate transparency, especially among Millennials, should not be news to anyone. Trust in business has reached new lows, as reported by the latest 2014 Edelman Trust Barometer (e.g. only 50% of Americans trust financial service companies), and insufficient transparency has been one of the key reasons.
“Presentation skills are key. People who work for you represent your brand. You want them to present themselves—and represent you—in a certain way.” —Marc Benioff