Tag Archives: activist brand

ThankYou. – Admirable Activism or Brand-Based Bullying?

Australian social enterprise ‘ThankYou.’ leverages a mix of mythology, passionate appeal and social shaming to get consumers, their customers and competitors to buy, sell and – maybe – license the brand.
Is that brilliant activist brand- and business building? Or is the concept of a ‘brand with a higher purpose’ being abused to bully your way to growth? Continue reading

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Purpose and Promotion Don’t Mix Well – Ben & Jerry’s Global Social Mission Officer Dave Rapaport explains

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Ben & Jerry’s Global Social Social Mission Officer Dave Rapaport tells us what it takes to be an authentic, purpose-led but profitable brand. Hints: Do not mix purpose and promotion – in a marketing kind of way – and stand up to be counted… when it really counts. Continue reading

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