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Our #BestPaper at the #SIMAConference2023. Authenticity is considered the key variable in the activist strategy, but what truly is authentic brand activism? First evidence from our paper. Further insights coming soon... Thanks to my co-authors Francesca Avallone, Prof. Vittoria Marino and Prof. Riccardo Resciniti #BrandActivism #CorporateActivism #Authenticity #ConsumerBehavior #SocialPurpuse Sinergie Italian Journal of Management

To learn more about the work of cultural branding and the essence of a #BrandMuse, we talked with Joy Howard—branding and marketing leader for companies like Converse, Patagonia, and Sonos—to hear how she builds the brands that other brands want to be. Joy explains: “The essence of a brand muse is someone who not just inspires you creatively, but also whose story will inspire other people to live their lives in a way that's aspirational to them.” Read the full interview on our Substack: https://lnkd.in/g7KwyVMK

Is it time for an alternative take on brand identity? “An increasing number of brands and businesses feel pressure to present a positive public image and fear backlash and scrutiny. Almost two thirds (62%) of PR and marketing professionals questioned said they felt brands are expected to be perfect and never make mistakes. And yet, some brands do it anyway and embrace the backlash” Leila Nithila-George, Creative at Amplify, and Gen-Z ad expert, tells Creative Review why some brands, like Oatly, are flipping the switch and being authentic, showing the good, the bad and the ugly. It's a refreshingly unorthodox strategy in harnessing brand authenticity during an era marked by heightened scrutiny and cancel culture. Read the full article in Creative Review here: https://lnkd.in/eXTrssYX #opinion | #culture | #genz | #creativereview

There's been a lot of talk about how branding is a lost art or that branding is "dead". I think this is partially true - in the sense that a lot of businesses have prioritized marketing management over brand building for a lot of years. But I think another factor is that - just like any good art - the practice keeps changing and evolving and a lot of people just haven't kept up. We've done a ton of work internally and with clients in the last year to sharpen what we think is the future of brand, and one of the people who has inspired us the most is Joy Howard. Brands are ultimately creative ideas and cultural objects - and Joy so clearly expresses how to think about and build them for today. This piece from the Zeus Jones Substack is very much worth your time.

"Highlighting B Corp Certification can help a company stand out in a crowded field of certifications and develop deeper trust with consumers — especially younger people who increasingly factor in a company's environmental and social commitment when making purchases." We love this article, which breaks down results from the latest survey on #BCorp brand awareness. Read the key takeaways on #BTheChange.

This article is a truly fascinating read, offering some unusually honest insight. There's no doubt that 'purpose' remains a fundamental building block for any brand worth its salt today. Molson Coors CMO, Sofia Colucci, declares that "it's the reason we exist". Duolingo CMO Emmanuel Orssaud calls it their "heartbeat", whilst Mastercard CMO, Raja Rajamannar, emphasises that "Brand purpose is a company's North Star". But there are some clear themes of tension and complexity too. Budget cuts and margin squeezes, for sure. As well as some more existential questions. For example, there's a general consensus that for a purpose to be authentic, it has to be an enduring commitment. But in an increasingly divided and fast-paced consumer landscape, how do you remain relevant? McDonald's CMO, Morgan Flatley, shares this lovely phrase; "it's (the) paradox of embracing change to preserve tradition". A sentiment perfectly complimented by Popeye's CMO, Jeff Klein who reflects that "developing culturally timely work alongside a timeless narrative is a key part of the job". And then, of course, there's the question of sacrifice. In the immortal words of Bill Bernbach, "A value isn't a value unless it costs you something" and Pinterest CMO, Andréa Mallard, shows real bravery in saying "purpose is about knowing which issues you're willing to lose users and advertisers over". I think this is fascinating, and important, stuff. If you agree, I'll be speaking at #SXSW about exactly this. Sunday at 2pm, my session is titled 'The Year of the Woke Reckoning. Here’s how good can win in 2024'. If you're in town, come join the conversation 👉 https://lnkd.in/efeD-8nR & you can read the full Fast Company article here: https://lnkd.in/e7s__irf #sxsw2024 #sxsw24 #UKHouse #ukatsxsw

The power of design to inspire action and drive change 🌍 The influence of design and marketing in our lives is undeniable. Paul Inman writes ‘it has been estimated that an adult in a metropolitan area may see anywhere from 50 to 400 advertisements per day. With the rise of social media in the last 15 years, the opportunity brands have to speak to and influence their customers’ behaviour is greater than ever. So what do we do with this power? Do we use it to fuel an unsustainable cycle of consumerism and product sales, or do we use it to influence positive change and help the people in the world that need it the most? These examples of brand activism demonstrate where design and comms can be effective, and where it risks causing more harm to the business than good.  To learn more on the subject, check out our latest blog article titled 'What is brand activism? And are businesses doing enough…' - https://lnkd.in/e9Zabyax We'd love to know your thoughts so please reach out or leave them in the comments below. #BrandActivism #BrandStrategy #BrandIdentity #Awareness #Trust #Visibility #SouthWest #SocialImpact #SustainableBusiness #CorporateResponsibility Image credits: Nike, Gillette, Patagonia, Pepsi

How do you build inclusive brand strategies – download our report for five ways for you to rethink the value of inclusivity for your business: https://bit.ly/3UkkNzF

FYI this download contains a snapshot of the proprietary research I collabed with sparks & honey on for my book about #responsiblemarketing! Check it out and await the full drop which will be unveiled in the book in partnership with Kogan Page Publishing!

A truly thought-provoking piece by Fast Company's Jeff Beer: "When Pepsi decided it was a good idea to have Kendall Jenner stroll out in the midst of a near-riot back in 2017 to quell the impending violence by giving a police officer a Pepsi, the term “brand purpose” was immediately and forever undermined, as much a laughing stock or severe brand risk as it was a pleasant way to talk about how your company was helping the world. Now, almost seven years later, the concept of “brand purpose” is still as divisive as ever, conjuring visions of everything from greenwashing to controversial statements on social issues. But nearly ever brand still insists that they do have “purpose”—so what does it really mean in 2024? The world’s most popular brands and elite marketers know that there isn’t a single definition, but that it essentially boils down to why your brand matters to people." As my friend Joy Lewis always says, "Purpose leads, and determines, the brand" rather than the other way around. It's when people shoe-horn purpose into the brand that things go pear-shaped! Thanks to Jeff and Joy! #purposedriven #datadriven #projectlighthouse #customerexperience #employeeexperience