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Archive for the ‘Corporate/Brand Leadership’ Category

Selling Sustainability

January 27th, 2012 | by Euro RSCG Worldwide Knowledge Exchange,

Interesting post in The Guardian this week about steps businesses can–and should–be taking to promote sustainable behaviors:

Research shows that changing people’s habits through sheer force of persuasion is hard, especially if their surroundings stay the same.

Marketing campaigns can try to encourage people to live more sustainably, but “it’s entirely in the hands of the consumer whether they do or not,” says Lucy Shea, CEO of sustainable communications agency Futerra. “It rests entirely on the efficacy of that campaign, and often behavior change doesn’t result.”
Click to read more…

Post a Comment | in Corporate/Brand Leadership, New Consumer, Sustainability, Uncategorized

One of the biggest global TV hits of the past few years has been Mad Men—a program about the birth of consumerism in the traditional advertising world, which aired primarily on “traditional” media. Not only does the success of this show help to make the point that so-called traditional media is not yet dead, but it is also a great demonstration of the shift from a world of image to a world of reality.

The marketer’s job used to be about creating the best possible image for any product. No matter how divorced from the truth that image might have been.

Consider the signature “It’s toasted.” It sounds like the slogan for a delicious and nutritious food product. But the following exchange from the above-mentioned TV show reveals it is anything but:
Click to read more…

| Tags: David Jones, Domino's, Havas, Mad Men, Who Cares Wins
Post a Comment | in Corporate Social Responsibility, Corporate/Brand Leadership, Marketing, New Consumer, Social Media, Uncategorized, Values

Trend for 2012: Branded Ecomania

January 3rd, 2012 | by Euro RSCG Worldwide Knowledge Exchange,

Unless you’ve been sleeping in a Styrofoam bed, you’ve no doubt noticed ecomania taking a global hold on everything from how we travel to how we dress, to how we wash our faces. With so much concern for our environment, as well as a desire to not be wasteful in these uncertain economic times, look for more brands to jump on the green bandwagon as consumers continue to challenge companies to not only provide goods and services, but also to do good while doing it.
Click to read more…

The Relationship Between How You Feel and What You Buy

November 19th, 2011 | by Naomi Troni,

Whatever consumers’ mood may have been over the past decades, brands and marketers have always had something just right for it. Down in the dumps? Forget your woes and boost your endorphins with a little retail therapy. Feeling unloved and unappreciated? Treat yourself to a little TLC with some of these good things you deserve. Bored? Just look at all the exciting things we have to set your pulse racing! In love? Find something wonderful to show that special person how much you care. On top of the world? Celebrate with a shopping spree!
Click to read more…

| Tags: Euro RSCG, retail therapy
Post a Comment | in Corporate/Brand Leadership, Marketing, New Consumer, Purposeful Pleasure, Recession, Shopping, Uncategorized

Join the Sustainable Living Debate

November 18th, 2011 | by Euro RSCG Worldwide Knowledge Exchange,

Guardian Sustainable Business is hosting a live broadcast of Unilever’s debate on how consumers can be inspired to turn positive intentions into actions. The event will see an international panel of experts–Unilever CEO Paul Polman; David Jones, global CEO of Havas and Euro RSCG Worldwide; Tensie Whelan, president of the Rain Forest Alliance; and Malini Mehra, founder and CEO of Indian nonprofit Centre for Social Markets–come together to discuss how companies, brands, and people can help motivate the mainstream.

The event will be live-streamed on Tuesday, November 22, at 9 a.m. (EST) or 2 p.m. (GMT). Click here to register your interest or submit a question to the panel.

| Tags: David Jones, Euro RSCG, Guardian Sustainable Business, Havas, Sustainability, Unilver
Post a Comment | in Corporate Social Responsibility, Corporate/Brand Leadership, Responsibility, Sustainability, Uncategorized

American Audit Finds a Nation Preoccupied and in Need of Real Value

November 7th, 2011 | by Matt Ryan,

If you look into the mind and mood of 500 Americans, what kind of picture do you get?

A picture that is not pretty.

Actually, Americans would need a séance to make their spirits rise again, according to a study recently conducted by Euro RSCG New York. Worried Americans are concerned about everything from not having enough money when they grow old to the fact that there has been a great loss of civility and politeness in public life. In short, clearly we have lost our way, and anxiety is at an all-time high.
Click to read more…

| Tags: American Audit, brand leadership, Euro RSCG, Matt Ryan
Post a Comment | in Branding, Corporate Social Responsibility, Corporate/Brand Leadership, Marketing, Uncategorized, Values

Can Good Be Sexy?

October 20th, 2011 | by Naomi Troni,

Euro RSCG’s Global CMO Pushes for Profit Through Responsibility

There are plenty of respected voices that dismiss corporate social responsibility as a fuzzy distraction from the real business of business: making profits and delivering shareholder value. As the economist Milton Friedman put it: “The social responsibility of business is to increase its profits.”
Click to read more…

| Tags: brand values, CBI, corporate social responsibility, CSR, Dulux, Euro RSCG, Let's Colour, Naomi Troni, The Creative Business Idea Book
Post a Comment | in Corporate Social Responsibility, Corporate/Brand Leadership, Uncategorized, Values

Newsweek Releases Annual Green Rankings

October 19th, 2011 | by Euro RSCG Worldwide Knowledge Exchange,

IBM took the top U.S. ranking and placed second globally in Newsweek‘s newest list of the greenest companies. Click here to read about the complete findings, plus analysis by category.

| Tags: green, IBM, New Consumer, Newsweek Green Rankings, Sustainability, transparency, values
Post a Comment | in Corporate Social Responsibility, Corporate/Brand Leadership, Eco-Consciousness, Sustainability, Uncategorized

Consumer Futures 2020: Toward a More Sustainable Future

October 10th, 2011 | by Euro RSCG Worldwide Knowledge Exchange,

In the latest confirmation that companies are getting serious about finding new ways of doing business, earlier today Unilever and Sainsbury’s released a joint report entitled Consumer Futures 2020, which lays out their predictions for sustainability-focused changes to take place within the consumer goods industry by 2020. In the foreword, top executives within the two companies wrote:
Click to read more…

| Tags: brand leadership, Consumer Futures 2010, consumer goods, corporate social responsibility, Sainsbury's, Sustainability, Unilever
Post a Comment | 1 Comment | in Corporate Social Responsibility, Corporate/Brand Leadership, Marketing, New Consumer, Sustainability, Uncategorized

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