Branding and Social Responsibility - Branding Strategy Insider

When Tech CEOs Put Corporate Brands At Risk

November 10, 20269 min

Once upon a time, corporate brands scrambled to become pillars of Corporate Social Responsibility, aka CSR. CSR meant that a corporation had responsibilities for people and planet as well as profit. Enterprises had to find ways to operate in ways that benefited society and the environment, as well as shareholders. Along with fiduciary performance, organizations had to incorporate ethical, environmental, and societal impacts into strategic planning. CSR is all-encompassing, inclusive, and nondenominational: a focus on...

by Mark Di Somma

Customers Struggle To Identify Responsible Brands

December 12, 20162 min

The ethical consumer may be a well identified buyer in the marketing press, but customers themselves seem somewhat confused by what counts as a responsible brand.

by Mark Di Somma

Shifting Brand Responsibility

May 22, 20152 min

Let me make a suggestion to brand owners in the interests not just of transparency but of greater consumer belief.

by Mark Di Somma

Brands Face A New Era In Social Responsibility

January 16, 20153 min

Historically, corporate social responsibility has put the emphasis on how businesses are doing good. It’s become an increasingly varied checklist of “things we’ve done right”. Today though, socially aware audiences want more. They increasingly make judgments about you based on your overall likeability. They want to do business with brands that are good.

by Mark Di Somma

Brands And The Leap To True Responsibility

July 10, 20135 min

At a recent presentation, I introduced the concept of the “goodness movement”. I defined this as a global wish for social wellness that is driving corporate social responsibility today: a recognition by brands that those that are seen to do good perform better; and a response to a wish by consumers to make a difference.

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Branding and Social Responsibility - Branding Strategy Insider

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