In Defence of Purpose

In Defence of Purpose

Corporate purpose has been on the receiving end of some negative press recently. Maria Hengeveld attacked the ‘the scam of the purpose paradigm’ and Anand Giridharadas and Rutger Bregman have received huge publicity for taking billionaires to task over their ‘philanthropy’ and ‘social conscience’. So is it time to ditch purpose? Absolutely not.

Why the Language of Reputation can harm business

Why the Language of Reputation can harm business

In the corporate responsibility arena companies aren’t just doing more, they’re talking about it much more too. But when you read the actual words being used, the language often feels strangely out of step with the real world. In fact, the way companies talk about reputation runs the risk of undermining the very thing they’re trying to enhance.

Longevity: Brand Possibilities and Pitfalls

Longevity: Brand Possibilities and Pitfalls

‘Age’ has previously been a pretty good proxy for ‘stage’ – with marketers making assumptions about life stages and likely activity. However, as we enter the era of longevity, this is a dangerous pitfall that brands need to work hard to avoid. We are starting to see changes in traditional life paths and so brands need to be more sophisticated in their understanding of longevity. The opportunities for those that can do this successfully are sizeable.