Jennifer Rice

Top 10 Reasons to Align Business Strategy with Social Impact

by: Jennifer Rice

As I've been talking with people about Fruitful's mission to advance "conscious capitalism," it's become clear that social impact is often perceived as a nice-to-have rather than a critical component to business strategy. Here are 10 reasons why you may want to help your company rethink that notion.

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CEOs Not Seeing CSR as Driver of Long-term Success

by: Jennifer Rice

In reading PWC's 12th Annual Global CEO Study, I found the chart on "drivers of long-term success" during the downturn to be insightful on how CEOs view corporate social responsibility.

Specifically, while 63% rate brand strength and reputation as critical to success, CSR falls to the bottom of the pack with only 20% perceiving it as critical.

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In the Downturn, Green Companies Outperform

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Virgin's Socially Good Businesses

by: Jennifer Rice

Virgin offers a great case study of a company that's seeking ways to align inputs and outputs with social good to create both competitive and societal advantage. They're making an active effort to not only run more sustainable businesses, but also to integrate social good into the customer experience and raise awareness and social engagement among their customers.

Inputs (behind-the-scenes business operations)

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Does Being Ethical Pay?

by: Jennifer Rice

I just ran across an article in WSJ that answered the question,"How much are consumers willing to pay for ethically produced goods?" These statistics are only among coffee drinkers (cotton t-shirt buyers had a much narrower range of price elasticity) but it's a good data point that the "conscious consumer" is no longer a niche market segment.

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Co-creation in Luxury Brands?

by: Jennifer Rice

I've been thinking about the concept of co-creation as it relates to upscale/luxury hotels. There is certainly a macro-trend from Experience Economy (ie. here is the experience we're creating for you) to Participation Economy (ie. here is the space in which you can participate to create your experience.)

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Which 50% of Your Marketing Dollars Are Working?

by: Jennifer Rice

Well, after a year-long blogging hiatus, I've decided to jump back in. I'm thinking that the easiest way to do so is to start with a draft of a white paper on Marketing Effectiveness that was put on hold... might as well publish it here. And there's no time like the present to write about marketing effectiveness, as the looming recession is fueling a lot of questions like: Increase vs. decrease spending?

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How far will a brand stretch?

by: Jennifer Rice

Friday's Wall Street Journal offers two examples of brands trying to stretch outside their traditional boundaries.

First, Wal-Mart plans to launch small-footprint stores in a response to Tesco's entrance into the US market. Two different concepts will be launched next year:

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Succinct Positioning

by: Jennifer Rice

Five words or less. Use consumer language, not "clientese." Follow the 4D rule. These are a few of my guidelines for writing positioning statements that are compelling and executable.

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Client/agency relationships

by: Jennifer Rice

I read in the WSJ a couple days ago that agency/client relationships are becoming harder to sustain… not surprising as marketers are under increasing pressure to drive results.

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