In an era of new technologies and empowered consumers, managing brands is an increasingly complex undertaking.
What better way to create a dialogue about social and environmental issues than to take advantage of the social media platforms? With a growing universe of options, the challenge has now become choosing the right vehicle.
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.
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?
Across the digital universe, brands are asking consumers to click for the good of the planet. But in asking consumers to create, vote, like, pledge and share online, can these tactics actually foster a change in attitude or even behaviour?
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.
It’s an unfortunate truth for the planet that we humans like our comforts, conveniences and status symbols – all available at the local mall.