Cause Branding Digest, December 1, 2015
Posted on December 1, 2015 by Havas PR
The Transparent Brand: The Positives and Pitfalls of When Brands Bare Their Souls
(Biz Community, 24.11.15)
Transparency is a concept that brands should not take lightly. As one of the most popular terms in branding at the moment, transparency is not just something brands can adopt in an attempt to be relevant and win the hearts and minds of the contemporary consumer. It is a culture that needs to live in every aspect of a brand and guide the way it conducts itself, both internally and externally.
CSR: Analysing LG Electronics’ Leadership
(Business World, 23.11.15)
Giving back to the host community is one act that tells volumes of who an organization really is. While some make the billions and ignore the community because they feel their brand must soar with or without giving back, others deem it fit to impact positively on the society, despite their outstanding feats worldwide. One of such companies is LG Electronics with its extensive CSR activities aimed at giving back to its host communities.
2016 Is the Era of Cultural Movement Marketing
(The Huffington Post, 23.11.15)
Unless you’ve been on another planet the past few weeks, you already know the story of how T-Mobile has crushed its competition and ignited a mass marketing movement among millenials and Gen-Z for it’s brand and against the staid and established operators in America. This is the clearest example of the sheer power and force of cultural movement marketing.
Unilever Finds that Shrinking Its Footprint Is a Giant Task
(The New York Times, 21.11.15)
Hellmann’s mayonnaise is known for many things—making egg salad delicious, being loaded with fat, that old “bring out the best” jingle. To date, however, it hasn’t been associated with sustainability. Mayo is a processed food made by huge conglomerates, not a symbol of environmentalism.
“In the next decade, the most successful companies will be those that integrate sustainability into their core businesses.” —Jim Owens