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Found 128 stories. Page 1 of 7.

Kolster to Brands: Tout Not How Great Your Product Is, But What It Can Help People Become
Kolster to Brands: Tout Not How Great Your Product Is, But What It Can Help People Become

MARKETING AND COMMS - In his new book, The Hero Trap, Thomas Kolster says rather than promoting what’s good about their company or products, brands need to shift their focus to their customers — specifically, their brand’s role in helping its customers transform their lives.

Cartwright to Brands: Look Inward Before Responding to Social Issues
Cartwright to Brands: Look Inward Before Responding to Social Issues

MARKETING AND COMMS - Keith Cartwright, the creative force behind such powerful statement ads as P&G’s “The Look” and “The Choice,” shares his insights and advice to brands and agencies on how to most authentically respond in times of crisis.

Good Start — But Let’s Move from ‘Brand Say’ to ‘Brand Do’
Good Start — But Let’s Move from ‘Brand Say’ to ‘Brand Do’

WALKING THE TALK - Much-needed updates to a growing number of brands in response to the Black Lives Matter movement is a great start. But deep, lasting impact requires two main actions — apologies; and adjusting the social paradigm.

Over 400 Advertisers Show Facebook That They Won’t Tolerate Hate
Over 400 Advertisers Show Facebook That They Won’t Tolerate Hate

BEHAVIOR CHANGE - In just over two weeks, the Stop Hate for Profit campaign has rallied the support of over 400 companies — all of which have pulled their advertising dollars from Facebook and Instagram for the month of July.

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Kolster to Brands: Avoid the ’Hero Trap’ and Close the Intention-Action Gap
Kolster to Brands: Avoid the ’Hero Trap’ and Close the Intention-Action Gap

WALKING THE TALK - Internationally recognised speaker and author Thomas Kolster, also known as Mr. Goodvertising, takes a hatchet to his earlier beliefs around purpose-driven brands in a new book, “The Hero Trap.” He says the one question brands need to be asking and acting on to change behaviors at scale and unlock sustainable growth that benefits all is ‘Who can you help people become?’

Trending: Heritage Brands Rush to Distance Themselves from Racially Stereotyped Images
Trending: Heritage Brands Rush to Distance Themselves from Racially Stereotyped Images

MARKETING AND COMMS - Amidst the social unrest that has flooded the US since the murder of George Floyd, four household-name food brands, whose brand identities have long centered around racial stereotypes, are updating their images and logos to reflect the changing societal consciousness.

Report: Predatory Marketing Tactics a Top Threat to Children’s Wellbeing
Report: Predatory Marketing Tactics a Top Threat to Children’s Wellbeing

MARKETING AND COMMS - While climate change and intensifying carbon emissions still top the list of factors endangering a healthy future for the world’s children, a new report finds that marketing of harmful products aimed at children is another major threat to their wellbeing.

Super Bowl’s $5.6M Question: Can Snickers Really Fix the World?
Super Bowl’s $5.6M Question: Can Snickers Really Fix the World?

MARKETING AND COMMS - At least the game was fun to watch, because this year’s commercials make the United Nations’ sixth edition of the Global Environment Outlook report seem like interesting reading. This year, corporate America chose to laugh rather than voice an opinion.

Sell Responsibly… or Else? It’s Time to Face (Over)-Consumption and Come Up with Creative Solutions
Sell Responsibly… or Else? It’s Time to Face (Over)-Consumption and Come Up with Creative Solutions

MARKETING AND COMMS - We shouldn’t lure people into buying more than they need; but rather, help people make it all add up to a more meaningful life. Brands might be able to keep afloat on a short-term strategy and hide behind a cloak of innocence, but every dinosaur step is one closer to extinction.

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SB’19 Montevideo: The Road to a Healthy World Is Paved with ‘Transformative Promises’
SB’19 Montevideo: The Road to a Healthy World Is Paved with ‘Transformative Promises’

THE NEXT ECONOMY - In the first gathering of the SB community in Uruguay, change agents from a wide swath of perspectives shared their visions of what’s necessary to course-correct our way to a healthy, flourishing future — and where the power really lies in driving change.

Amsterdam’s Creative Industry Rising to Challenge to Take on the Climate Crisis
Amsterdam’s Creative Industry Rising to Challenge to Take on the Climate Crisis

MARKETING AND COMMS - Extinction Rebellion and The Humblebrag call upon Dutch creative industries to take a collective stand for the climate. Amsterdam’s first Creatives for Climate summit will take place on 18 September at Patagonia HQ.

Eyes Wide Shut? It’s Time to Wake Up: Join the Creative Climate Disclosure
Eyes Wide Shut? It’s Time to Wake Up: Join the Creative Climate Disclosure

BUSINESS CASE - Dear CEOs, CCOs, CMOs, CFOs, MDs and CDs: It’s time to wake up ... Commit your creativity to ‘the biggest brief’ this sector has ever known.

Q&A: How a ‘Cuban’ Name Change Boosted Panera’s Soup Sales
Q&A: How a ‘Cuban’ Name Change Boosted Panera’s Soup Sales

BEHAVIOR CHANGE - WRI’s Better Buying Lab works with food companies to research and test science-based approaches that encourage consumers to choose more sustainable, plant-based foods.

Was I Asleep During This Year’s Super Bowl?
Was I Asleep During This Year’s Super Bowl?

MARKETING AND COMMS - Quick laughs, bad jokes, celebrities — but very few with a message

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Creating the SHIFT: Dr. Kate White on Redesigning Consumer Behaviors
Creating the SHIFT: Dr. Kate White on Redesigning Consumer Behaviors

BEHAVIOR CHANGE - Her work highlights actionable ways practitioners can influence consumers to behave more sustainably.

‘We Believe’: Communicators Weigh In on P&G’s Controversial New Ad
‘We Believe’: Communicators Weigh In on P&G’s Controversial New Ad

MARKETING AND COMMS - We reached out to communication leaders in the SB community for their take on P&G’s spotlight on toxic masculinity.

To Market Sustainability, Focus on What Consumers Love, Not What They Hate
To Market Sustainability, Focus on What Consumers Love, Not What They Hate

MARKETING AND COMMS - Early marketing for products promising sustainability was all about what they “weren’t.” Tofurky wasn’t meat. Soy milk wasn’t dairy. Solar wasn’t coal. Positioning against the negative helped companies attract consumers who were revolting against the polluting impacts of standard manufacturing practices and products. But doing so ignored what potential customers still wanted, whether a product was sustainable or not: delicious taste, high performance, reliable quality and comfort, and overall satisfaction. Consider the ominous ads for the first Prius, which started running in 2001. The only virtue they extolled was fuel efficiency, and portrayed oil drills as monsters.

Urban Brand Utility: Impact Branding for the Urbanising Century
Urban Brand Utility: Impact Branding for the Urbanising Century

MARKETING AND COMMS - The brand communications crisis is not an urban legend, albeit just as scary Between 2001 and 2002, Brazil went through its largest energy crisis. The lack of infrastructure planning combined with economic growth forced the Government to ration the energy supply from its main urban centres, for intermittent periods of time. Back then, as a student living in São Paulo, I remember streets darkening as the sun went down. In one of those evenings, walking back home from university, two men driving a motorcycle stopped right in front of me. One of them jumped off the bike and before I knew it, he hit me on the head with the back of his gun and stole my backpack.

P&G's Gillette Venus and Regina King Celebrate Female Creativity and Its Contribution to the World
P&G's Gillette Venus and Regina King Celebrate Female Creativity and Its Contribution to the World

PRESS RELEASE - In the world of marketing, less than seven percent of directors are women.* Gillette Venus wants to help close that gap with the launch of the Her Shot campaign, a social experiment in storytelling and celebration of all the ways a female perspective can disrupt and improve the world. Gillette Venus is partnering with 10 up-and-coming female directors to create video content spotlighting the importance of a woman’s point of view and sharing unique perspectives on the positive impact this can have on the world. The brand is also partnering with actress/director Regina King to serve as a voice of inspiration to the directors, providing tips and advice on success so they can elevate their voices in the industry.

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On 30th Anniversary of 'Just Do It,' Nike Puts Kaepernick Where Its Mouth Is
On 30th Anniversary of 'Just Do It,' Nike Puts Kaepernick Where Its Mouth Is

MARKETING AND COMMS - Nike’s 30th anniversary edition of its iconic “Just Do It” campaign, released this week, features embattled football star Colin Kaepernick, in a move practically designed to stir up controversy — but which ultimately aligns perfectly with Nike’s ethos of living courageously.

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