In an era of new technologies and empowered consumers, managing brands is an increasingly complex undertaking.
We still lack regular large-scale forums where marketers, communication agencies, and sustainability experts can share ideas and debate the issues.
Sustainability may have become a mainstream concept but it’s not an easy fit within a brand strategy. From first identifying the issues that matter to finally taking a message to market, it’s a long distance for a brand to journey.
Consumers expect it; competitors are getting an advantage from it; brand loyalty may depend on it. These are just a few of the many reasons why sustainability needs a place on the marketer’s agenda.
A new paper that I co-authored with the Canadian Marketing Association and other industry leaders explains why sustainability is now an imperative for marketers.
When did managing a brand become so complicated? Marketers who want to stay competitive with their peers will need to master a set of skills well beyond those on yesterday’s job description.
Just a few short years ago, who would have thought a Twitter feed or Facebook page would play such a crucial role in communicating a brand’s value to society?
It used to be that good brand management simply meant finding the right positioning, leveraging well-understood media channels and delivering solid quarterly returns. Not anymore.
Here are my most popular posts from 2011. One is even from 2010, showing the ongoing relevance of conversations about brand, marketing and social responsibility.
Our consumer culture sure doesn’t make it easy on the planet. It’s a culture of amass, use and discard – and it takes a direct toll on the environment.