A Brand New Perspective: Business Unusual

Posted by Mitch Duckler on May 07, 2020

As 2019 winded down and we looked ahead to 2020, 75% of people around the world were optimistic that the new year would be better for them and their families.1 Three short months later, there was an escalating consensus that the coronavirus would pose a threat not only to people’s health but also to their jobs and livelihoods.

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Topics: Brand Strategy, Brand Purpose, Branding

About Doing the Greater Good vs. Self-Interest

Posted by Mitch Duckler on March 23, 2020

In times of crisis, the best brands and organizations aggressively pursue new and innovative ideas and solutions. It is an opportunity for brands to put their best foot forward, practice their highest values, and communicate with consumers in an honest and ethical way that instills trust and credibility.

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Topics: Brand Purpose

The Corporate Brand—A Powerful Tool to Convey Purpose

Posted by Carolyn Crafts on December 18, 2019


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Topics: Brand Positioning, Brand Purpose

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