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April 30, 2024Marketers Face The Paradox Of Quality

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April 23, 2024Planning For Brand Expansion

 
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Brand Management

Brand Managers Guide To Embracing Sustainability

Emmanuel ProbstMarch 14, 202314 min
Being a “sustainable brand” has different meanings to different consumers. Some brands are purposefully built around sustainability. “Oatly was born sustainable. Its very existence is the manifestation of their mission. Specifically, to help support ‘a systemic shift toward a sustainable, resilient food system’ . . . to ensure the future of the planet for generations to come.”
Brand Purpose

The Impact Of Purpose On Employee Power

Walker SmithFebruary 14, 20232 min
The war for talent has been relentless, even before the so-called Great Resignation and quiet quitting that followed the pandemic. Silicon Valley perks were all about attracting scarce talent. The power of employees has been most evident when it comes to corporate purpose.
Brand Management

How Brands Can Become Trusted Sources

Emmanuel ProbstFebruary 9, 20236 min
Consumers no longer expect brands to merely market their products, but to provide reliable and accurate information, take a stance on social issues, and make a positive contribution to society and the community. At the same time, people are increasingly concerned about the spread of fake news, which impacts their perception of media channels, social media platforms, and brands.
Brand Purpose

How Purpose Emerged As A Mainstream Idea

Walker SmithJanuary 16, 20232 min
A story late last year in The New York Times about the proliferation of classes at elite business schools teaching “corporate social obligations and how to rethink capitalism” is emblematic of what has taken place with corporate social purpose over the past decade. Purpose has gone from an insurgent idea challenging capitalism to a mainstream part of 21st century capitalistic thinking. Purpose has gone mainstream.
Brand Voice

How To Find Your Brand Voice

Patrick HanlonJanuary 11, 20235 min
Brand voice is often described as the words and grammar you use to communicate with people. But, actually, brand voice is not only the grammar and tone of voice but the combination of words, sounds, images, lighting, taste and touch you use to attract — and become cozy with — your brand community.

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