Stories About Storytelling
Found 467 stories. Page 1 of 24.
P&G, Dove Push for More Equitable Representation in Media
MARKETING AND COMMS - The two companies are putting their money where their mouths are when it comes to increasing inclusion, both in their messaging and in the media at large.
Breakthrough: 7 Unlocks to Scaling Healthy and Sustainable Living
BEHAVIOR CHANGE - So, what’s still preventing consumers from living more in line with their values? GlobeScan has identified seven critical “unlocks” to help consumers to change their behaviors, and start aligning their lifestyles with their values and aspirations.
What Gets People to Act: Doom and Gloom or Rainbows and Sunshine?
MARKETING AND COMMS - The negative framing that accompanies “traditional” climate communications risks turning people off, but exclusively positive framing has its own issues. Long story short, we need both. Here are a few tips for choosing the right one.
It’s Time to Break Free from Sustainability’s Ivory Tower
MARKETING AND COMMS - One major reason that most sustainability writing is bad is that it’s written by a microscopic number of smart people who think and talk the same way, unintentionally excluding the bulk of audiences that need to be spoken to.
For Those Still Wondering About the Business Case for Purpose …
BUSINESS CASE - In its latest research to understand consumer expectations of responsible brands, Porter Novelli used social psychology to unpack why consumers prefer Purpose-driven brands — and the importance of strong storytelling to complement sound business strategies.
Bad Sustainability Writing Is Everywhere, and It’s a Problem
MARKETING AND COMMS - The proliferation of ineffective communications is holding sustainability back in its most critical decade. There is no more time for boring, beige writing. We need language that teaches, convinces and inspires — before it’s too late.
What Would You Do with $6M? Quantifying the Social Impact of a Super Bowl Ad
MARKETING AND COMMS - Reaching 100 million people at once comes at a high cost — but the sticker price of a Super Bowl ad comes with deeper implications, both for brands and society. What if that money was used for good?
Digging Deeper Into Marketing’s Purpose Pivot
MARKETING AND COMMS - Once your purpose is in everything you do, it becomes an indelible part of the customer experience. By attracting customers who believe society is better off if they do business with your company, you can create a social movement around your brand.
2020 Goodvertising Awards Recognize Year's 10 Most Impactful Creative Campaigns
MARKETING AND COMMS - 2020’s winners cover topics ranging from calculating product carbon footprints, regenerative farming, healthier food and reusable packaging to DEI, supporting businesses during COVID and more.
New Campaign Supports Mental Health, Tells 2020 How We Really Feel About It
MARKETING AND COMMS - Social impact agency Public Inc. has launched a digital campaign in support of mental health — and a bitingly funny, cathartic send-off to acknowledge the dumpster fire of a year we've all had.
25 Brand Leaders Share Lessons Learned from Remaining True to Purpose
WALKING THE TALK - A new ebook compiles insights from dozens of interviews with business leaders from the Purpose 360 podcast. The ebook is designed to be easily shared with colleagues, to help advance discussions about purpose into actionable strategy and practice.
3 Lessons for Brands on How to (Credibly) Drive Social Change
MARKETING AND COMMS - The most creative marketers bring their passion to help brands drive positive change. But what does that actually look like? Here are three key takeaways for marketers looking to stay relevant in a changing world, and take a stand for good.
Murals Honor the Farmers Behind Our Favorite Products, Benefits of Fair Trade
MARKETING AND COMMS - The murals were part of a Fairtrade America campaign during October for Fair Trade Month, to raise awareness of Fairtrade’s positive impacts. Shoppers voiced their choice for Fairtrade and won various Fairtrade prizes.
Why Climate Change Iconography Needs a Refresh — and How Your Brand Can Achieve It
MARKETING AND COMMS - Here are three key considerations worth keeping in mind as you endeavor to find, create and use fresh, relevant visual content to communicate your brand’s commitment to sustainability — and even more importantly, inspire customers to action.
Meet the Punk Beer Brand Ripping Up the Rulebook to Protect Our Planet
THE NEXT ECONOMY - It would be easy to view BrewDog as little more than stunt-based marketing experts. But the company has been busy making sure to leave a more impactful dent on our culture, putting the all-important issue of climate change front and center.
Oatly’s Big Gaffe: Straying from Its Brand Purpose
MARKETING AND COMMS - If Oatly had taken Blackstone’s money, put it on a billboard, and made it known to all of its customers that its next mission was to change the world of ‘big bad investment’ from the inside out, it would’ve remained true to its brand story.
UNESCO Spotlights What Our ‘Next Normal’ Should Look Like
MARKETING AND COMMS - UNESCO’s new campaign asks us to question our ideas about what is normal, suggesting that we have accepted the unacceptable when it comes to our environment, economies, public health and societies for far too long.
How to Communicate with Purpose During a Pandemic
MARKETING AND COMMS - As impact communicators and advisors, it’s our responsibility to remind those we work with and those we meet along the way that businesses that lead with purpose and credible, authentic values are those that will stand the test of time.
Brands Speak Out to Support Black Lives Matter, But Actions Speak Louder
MARKETING AND COMMS - Brands are more willing than ever to take public stands in support of important issues. But while many aren’t much more than social media sound bytes, others go beyond lip service to action.
How to Future-Proof Brands and Create Culture Change in Challenging Times
MARKETING AND COMMS - Day 2 of the SB Leadership Summit saw a host of intimate discussions on the power of teamwork to drive change toward a better future — as seen in the relationships between top brands’ CMOs and CSOs, the many brand partners fueling SB’s Brands for Good initiative, and making “what people need” a core brand focus.
