Customers Struggle To Identify Responsible Brands
December 12, 20162 min
The ethical consumer may be a well identified buyer in the marketing press, but customers themselves seem somewhat confused by what counts as a responsible brand.
NEW THINKING
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Branding and Social Responsibility - Branding Strategy Insider
Corporate Social Responsibility is important for the simple fact that people like good brands. They trust them. They believe them. They see value in them. They see them as the counter to unethical behaviors. Subconsciously, they look for opportunities to favor them.
Shifting Brand Responsibility
May 22, 20152 min
Let me make a suggestion to brand owners in the interests not just of transparency but of greater consumer belief.
Brands Face A New Era In Social Responsibility
January 16, 20153 min
Historically, corporate social responsibility has put the emphasis on how businesses are doing good. It’s become an increasingly varied checklist of “things we’ve done right”. Today though, socially aware audiences want more. They increasingly make judgments about you based on your overall likeability. They want to do business with brands that are good.
At a recent presentation, I introduced the concept of the “goodness movement”. I defined this as a global wish for social wellness that is driving corporate social responsibility today: a recognition by brands that those that are seen to do good perform better; and a response to a wish by consumers to make a difference.
Many years ago, companies thought that they were adding value to an economy by employing people to make good products and services. They added brand thinking later, which strengthened the company’s appeal to customers.