The question of whether a company should go beyond the core goal of “maximizing shareholder value” as its main reason for being (e.g. to also pursue broader social ends), has…
Read MoreBrand Trust
How choosing “Birdman” hurts the Oscars brand
The recent Oscar choice of “Birdman” as the best movie of 2014 not only defied moviegoers’ preferences, but it is also a lesson on how a strong brand can lose…
Read MoreNo US companies among the 30 most transparent
My recent blog on “Why Transparency is Essential For Building Corporate Brand Trust” generated lots of interest, but also begged a key question – what are the most transparent multinationals…
Read MoreWhy transparency is essential for building corporate brand trust
The growing demand for greater corporate transparency, especially among Millennials, should not be news to anyone. Trust in business has reached new lows, as reported by the latest 2014 Edelman…
Read MoreWhy “Capitalism” must be re-branded – and how
The perception of “capitalism” as a branded system that benefits most of us has seriously declined recently, with a widespread, growing lack of trust and relevance, especially among Millennials. The…
Read MoreMillennial “hipsters” and boomer “hippies” – both socially engaged
It is irrefutable that the 75 million Baby Boomers brought about lasting social and cultural changes when they were younger, with their counter culture activism for human rights, self-expressive cravings, and…
Read More“Brooklyn” – a rejuvenated, hot brand
Normally, most people associate branding with a product, service, or company, not a geographic locale. But the brand image is very important for countries, states, and cities as well. The right…
Read MoreGetting better brand value from “Big Data” – the Eternal Struggle
More than ever, businesses are obsessed with giving their customers “better value”. The Recession contributed to this fixation. Less money to spend, more uncertainty about the future, so let’s make…
Read MoreHow to build brand trust – 4 essential steps
“What?? You’re kidding!! You just can’t trust anyone anymore!!” Too often we hear this reaction these days. Sadly the level of trust around the world has declined dramatically over the past…
Read More
