Marketing ethics

ETHICAL MARKETING There are those among us who would argue that branding, marketing, and commercial communication are almost ...

Ethics in 2021

ETHICS IN 2021 Consider context before defining core values. I would argue that the sector least qualified to advise ...

Why bother with ethics?

A great deal has been said and written about the importance of ethics in business. Less, however, ...

WHAT IS AN ETHICAL BUSINESS?

In defining 'ethical business,' it is useful to consider three terms – morals, values, and ethics. Morals are - ...

What does it mean to ‘go viral’?

80 percent of online firms use viral marketing Viral marketing is potentially effective for both online and offline ...

A continuum demanding one team

10 do’s and 6 don’ts – but one team In the last blog in this series, it was ...

Embrace a powerful continuum with one strategy

8 strategies reduced to one It has been suggested that bringing a brand to life involves eight strategies: Realise ...

Embrace a powerful continuum with one objective

9 objectives reduced to one It has been suggested that a brand has nine broad objectives: Identity Recognition Awareness Engagement Advocates Equity Share Margins Loyalty I would argue ...

Retain the staff who bring your brand to life

200% more likely to look around if not recognised Great brands are built by the ‘right’ people (as ...

Engage staff to bring your brand to life

71% of executives believe employee engagement is critical to success If you are to bring your brand to ...

Select the staff that suit your brand

80% of HR leaders say employer branding has a significant impact on their ability to attract talent For ...

Identify your brand gaps

10 gaps will almost certainly be identified In my previous blog, I discussed the branding tool – ‘5 ...