Robert Schermers
Your Key to Positive Impact: The 4 Generations Principle
Marketing and Comms / Why are light switches in design hotels impossible to find? Why are our oceans drowning in plastic? How to find more satisfaction in your work? How to make your business a force of good? And how do we connect these seemingly unconnected questions? Let's see how a “4 generations principle” can contribute. - 4 years ago
Blockchain Will Revolutionize Marketing — Are You Prepared?
Product, Service & Design Innovation / "We want to create "radical impact", as we like to call it: create access to better quality coffee than the one sold by the leading multinationals and make sure that the people growing our coffee make a better living by bringing value-adding activities back to their countries. But how do we measure and show what we actually do with Moyee?” said Guido van Staveren van Dijk, CEO of Moyee Coffee, describing one of the key challenges his company is facing. - 5 years ago
Wall Street’s 2018 Push for Purpose
Organizational Change / On Monday morning, the 8th of January, Apple’s board members had probably just recovered their iPhones from their kids, who had been using them all weekend for gaming, when they saw an open letter posted online by two of the company’s major investors. The shareholders called on Apple to take action against smartphone addiction amongst children. - 5 years ago
6 Principles to Create a Human-Centred Business
Organizational Change / “Business Humanizer?” the client read out loud from my business card. “And what does a Business Humanizer do?” she asked, light-heartedly. It always triggers a question. What does business humanizing have to do with brands, organizations and more meaningful growth? Teams and organizations more often apply business sense to humans, rather than applying human sense to business. And yet, human sense and empathy are essential drivers for both business results and positive societal impact by brands and companies. Humanizing business means putting people and our role in society at the heart of our brands and cherishing this behaviour as an engine for growth. Can you create the difference in your organization? - 6 years ago
Purpose to the People: How Brands Can Turn Crowds of Consumers Into Movements of Change
Product, Service & Design Innovation / Purpose brands that are authentic in creating a positive contribution to society while focusing on the delivery of great products and services are outgrowing other competitors. A clear purpose drives consumer preference and motivates employees, accelerating business results and positive change. - 7 years ago
Want Your Brand to Survive? View Purpose as an Asset, Not a Cost
Product, Service & Design Innovation / Recently, I was invited for a panel discussion on the future in brand communication at the renowned faculty of advertising and marketing, the ESPM, in São Paulo. I shared my view that society nowadays demands brands to positively contribute to the solution of societal issues. One of the questions raised was: “All very nice, but is it in companies not all about the financial results at the end of the month? So is the investment in purpose not the first cut a brand faces when financial results are down?” - 7 years ago