Corporate Branding Digest, Jan. 12, 2015


Brand Activation 2015: Complex, Uncertain and Filled with Opportunity
(CMO.com, 08.01.15)

On the whole, the predictions of top B2B marketers and agency leaders (from the BMA International board of directors) are positive and optimistic. Yet underlying the sense of opportunity is uncertainty. I’d go so far as to call it anxiety. You can read the full set of predictions here, but these extracted passages make my point.


I’m with Stupid: The Management Mistakes that Attract Activist Investors
(Forbes, 06.01.15)

Activist investors have always had a fair bit of notoriety. And over the last year, their reps have evolved as they have become “increasingly involved in the financial, operational and management sides of the businesses in which they invest,” according to the latest Shareholder Activism Insight Report from the law firm Schulte Roth & Zabel LLP. (Technically an activist investor gets this status through regulatory filings called 13Ds; these are submitted when they have a 5% stake in a company—although even with smaller stakes, some investors can use moral suasion and social media to be “activist.”).


How to Lead a Purposeful Company Toward Social Change
(Fast Company, 05.01.15)

While a cause can often find its voice through social media or grassroots movements, Purpose cofounder and CEO Jeremy Heimans believes using resources towards advocacy and movement building is the key.


Research: 10 Traits of Innovative Leaders
(Harvard Business Review, 15.12.14)

Many organizations would like their leaders to create more innovative teams. But how exactly should they do this? If you ask highly innovative leaders what makes them effective you are apt to hear, “Well, I don’t know. I haven’t thought about it.” Or they will make something up that sounds compelling. But the fact of the matter is that people who excel at something aren’t usually very good at pinpointing exactly what accounts for their skill.


“Times of transition are strenuous, but I love them. They are an opportunity to purge, rethink priorities and be intentional about new habits. We can make our new normal any way we want.” —Kristin Armstrong