Corporate Branding Digest, Jan. 7, 2015

Never Mind Corporate Responsibility, Companies Can Solve Actual Social Problems
(Fast Company, 06.01.15)

Can Michael Porter’s theory of “shared value” change the way multinational companies fundamentally relate to society?

Forgiveness: The Least Understood Leadership Trait in the Workplace
(Forbes, 05.01.15)

Within the fabric of our culture is the innate ability to forgive. It cascades through everything we do and is recognized by those who work with us and first-time visitors. Everyone in the company is respected equally. It’s an even playing field. No one person is better than another.

How (Not) to Lose Friends and Alienate People: Key Rule of Customer Engagement
(MyCustomer, 02.12.14)

The subject of loyalty programmes is more topical than ever, with today’s brands falling over themselves to win customers and grow a loyal fan base. However, in doing so many are in fact turning consumers away by failing to properly engage with them. Indeed, Gartner suggests that brands have been disengaging them for over a decade, in a bid to lower costs.

Context Is Critical
(, 01.12.14)

Why should you consider context in marketing? Your customers (consumers, businesses, or both) are influenced by an increasing number of new digital inputs as they move down the purchase funnel, many of which only became available in the past 10 years. (Recall that the iPhone has only been on the market for a short six years, and the iPad for a scant four years.) Marketing organizations are increasingly able to identify and shape what Google calls “The Zero Moment of Truth,” where a purchase decision is made further upstream in the funnel, well before a consumer enters a store and clicks the buy button, or a corporate purchaser publishes an RFP.

“If you’re successful, most of the things you’ve done were wrong. What ends up mattering is the stuff you get right.” —Mark Zuckerberg