For organisations looking to withstand the test of time, being led by a purpose is critical to building the brand and ensuring that it delivers on its promises over time. Purpose is also important from an authenticity perspective, including a continuous internal evaluation on whether the brand’s positioning is aligned to purpose. In addition, results …

Texas rivers had barely begun to rise when almost 800 WalMart trucks loaded with emergency supplies hit the highway. Brewing giants Anheuser-Busch and Miller-Coors suspended regular operations in key facilities to begin canning fresh water instead. Home Depot mobilized its standing army of Team Depot volunteers to deliver materials and manpower for recovery efforts. These …

Is the foundation of your brand strong enough to support a lasting success? Are you authentically delivering on your brand promise? Or are you suffering from what research calls the current “crisis of trust” in business? If you answered “yes” to that last question, it’s time to do some digging down to your brand’s base …

Today’s consumers demand much more than just a good deal. For brands to stay competitive in today’s marketplace, they must have a purpose behind their brand and show a desire to fulfill more than just their own bottom line. When brands and consumers work in unison on a social mission, the impact can be significant. …

If you watched the Super Bowl, you’re probably still reeling from the unexpected win by the Patriots (depending on your camp – my congratulations, or my condolences). But the game isn’t the only thing that stirred conversation. Some have said that Gaga’s musical set during the halftime show – ranging from the rallying lyrics of …

Mantras For Marketers To Live By We’re nearing the end of the year, which means it’s time for the 2016 edition of your ‘50 Marketing Thought Leaders Over 50’. Each of the Marketing Thought Leaders highlighted below, have a wealth of experience and knowledge to share; and have gained the respect of their peers through …

Good news! The understanding and awareness of the importance of branding is changing among startups. Fewer and fewer startups relate brands with only visual elements (e.g. name, logo, slogan, domain). It is becoming clear that brands should go beyond their visual elements. They are definitely important in the whole brand-building process, since they represent the …

Sustainability has become an industry buzzword – but it does not, and should not, need to be. It is not a fleeting or tactical strategy element that organisations can pick up and discard on their own free will. Adopting sustainability as a primary platform for driving growth is a serious commitment, which requires a change …

Visualize an infinity symbol. One side is your brand; the other is your corporate culture. Now draw that symbol in the air with your finger. , with one driving the other in a self-perpetuating loop. A great brand garners the excitement and awareness that attracts customers, a great culture delivers on the promise the brand …

Celebrating And Learning From Experience… following on from last year’s hugely popular list, we are proud to bring you the 2015 edition of your ‘50 Marketing Thought Leaders Over 50’. This list, composed entirely from (a record number of) nominees submitted by our readers, sees many familiar names and a number of new entries in the mix.