| Lean Mean Fighting Machine: can we do well by doing good? | | 09 August 2013, 9:39AM |  Since we started working with Unilever a few years ago, I’ve always been struck by one of their founding principles “Doing Well By Doing Good”. This neatly constructed piece of copy describes the value exchange between brand, consumer and society: A brand becomes more desirable to a consumer because of the social cause it backs. In simple terms, a bottle of bleach that promises to support Unicef sells more than a competitor that doesn’t, giving the consumer a warm glow, Unicef greater funding and the bleach company more profits. Everyone wins.
| | | | | | | | | | Brand engagement: connecting employees and customers | | 09 August 2013, 8:25AM |  Brand engagement infiltrates everything from a company's values and belief systems, to the design of an organisation's systems and processes, yet there appears to be little consensus about a definition. At its core, brand engagement seeks to build excitement about a company and its offering but, if explored further, it represents a customer's fundamental understanding of what an organization stands for, and how it informs every organizational decision it makes.
| | | | Five LinkedIn facts that your business needs to know | | 08 August 2013, 2:37PM |  LinkedIn is a social network that means business, with a mission to 'connect the world’s professionals to make them more productive and successful': it's an essential tool for today's professional. To businesses, it is as crucial to understand as Facebook, Pinterest and Twitter.
| | | | | | | How do Gmail changes impact brands? | | 08 August 2013, 8:15AM |  Earlier this year, Google released some important changes in their Gmail platform that strongly influence how Gmail users now interact with incoming emails. As Gmail is one of the top email services used globally, with over 425 million active users as of June 2012, these changes have important implications for brands.
| | | | Tottenham look under the surface for digital innovation | | 07 August 2013, 3:45PM |  Tottenham Hostpur today launched “Tottenham Turfies”, the first immersive digital platform for children. It comprises of games and other interactions with the club that will continue into the offline world too.
| | | | Social Brands 8: from CSR to civic marketing | | 07 August 2013, 12:55PM |  Society increasingly expects brands to give back at least as much as they take. As a result, CSR is moving higher up the executive agenda, but many companies still think of CSR in terms of corporate philanthropy. While this thinking is more constructive than the mere guilt avoidance that characterised too much CSR in the 1980s, it misses a much bigger opportunity. Brands that get CSR right don't think of it in terms of obligation; they see it as a real opportunity to build mutual value for their brands and their communities.
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