brand promise

I originally published today’s post for Oracle CX. It appeared on their site on October 7, 2019.

If the content on company websites was complete and truthful, you’d have to conclude that we’re turning the corner on climate change and social injustice. Only it’s not, and we’re not.

Yes, corporate sustainability has a credibility problem.

This post was originally published and shared on CCW Digital on February 19, 2020.

Do you know the difference?

Should companies offer guarantees for their products and services? Or is the better question, why don't they?

Back in March, I wrote a piece on change and on how I believed CEOs aren't interested in change. Last week, I wrote about how CEOs are the brand champions and how the buck stops with them. I followed that up with a post asking CEOs if they put themselves out there, if they stand behind and in front of their brands. As of this moment, I have only received one response to that challenge.

When it comes to the environment, consumer behavior can be inconsistent or even a bit hypocritical. Two-car families will buy a hybrid and a gas guzzling SUV. Parents will teach their kids to turn off the water while brushing, but take a few extra minutes in the shower to enjoy the peace and quiet. Somehow, we tend to overlook our own inconsistencies, while holding others accountable for their actions.

What we have done up till now is limit our thinking of what online can do based on a narrow view of what marketing can do. But what happens when marketing changes?

Working on a theme for a new slideshow I found that the questions I end with on the final slide of my last presentation, Outside – the future is not in front of us, really do make up for some good, albeit simplistic, but foundational questions for forcing new conceptual thoughts.

Guest Post by: Ingmar de Lange

The brand utility is here. Many brands are experimenting with this approach, some successful, others find a dead end. Time to draw some conclusions: what are the main drivers a brand utility’s success?