First, brands have little impact and most customers would not care if 77% of brands disappeared. Second, to have impact, brands must listen to customers, demonstrate empathy and care about social issues. Third, brands can influence culture by redirecting conversations around taboos or competitors' missteps. Leading with empathy and purpose allows brands to drive meaningful change.
A New Perspective on Millennials: Segmenting a Generation for Actionable Insi...Interbrand Design Forum
A New Perspective on Millennials: Segmenting a Generation for Actionable Insights
explores the discrete segments that exist within the Millennial generation.
The study was created in order to better inform retailers and consumer
goods companies on differences that exist in attitudes, behaviors and
preferences within this generation. The report is sponsored by Oracle.
Super Bowl 2020 / The insights behind the ads Canvas8
Why is optimistic advertising so appealing? How are people defining the ‘American Dream’ for themselves? And could breaking the fourth wall to subvert hard-selling win over new fans? Canvas8 unpicks the behavioral themes present in 11 notable campaigns from the 2020 Super Bowl.
To access the full report, visit: https://resources.canvas8.com/superbowl2020
A New Perspective on Millennials: Segmenting a Generation for Actionable Insi...Interbrand Design Forum
A New Perspective on Millennials: Segmenting a Generation for Actionable Insights
explores the discrete segments that exist within the Millennial generation.
The study was created in order to better inform retailers and consumer
goods companies on differences that exist in attitudes, behaviors and
preferences within this generation. The report is sponsored by Oracle.
Super Bowl 2020 / The insights behind the ads Canvas8
Why is optimistic advertising so appealing? How are people defining the ‘American Dream’ for themselves? And could breaking the fourth wall to subvert hard-selling win over new fans? Canvas8 unpicks the behavioral themes present in 11 notable campaigns from the 2020 Super Bowl.
To access the full report, visit: https://resources.canvas8.com/superbowl2020
How can brands celebrate culture? // Five behavioural shifts underpinning the...Canvas8
The 2019 Cannes Lions International Festival of Creativity brings together some of the world’s most innovative advertisers to recognise the best campaigns from the year. Canvas8 examines the winning campaigns to identify the five key behavioural shifts underpinning this year’s Grand Prix winners and the opportunities they present for brands.
Get Planning Smart - APG creative strategy awardsemmersons1
At this year's APG awards - which are "the ultimate accolade for creative thinking in strategy” - BBDO WON BIG. This week, we look at some of the exceptional thinking that has come out of our network.
Killer Content Marketing for Boring BrandsAran Jackson
10 tried and tested tips & tricks to make any ‘boring’ brand shine…and then some!
What will this ebook do for me?
• Teach you how to create a marketing masterpiece for your wallflower brand.
• Give you 10 actionable content tips for success.
• Spark your creativity and get you thinking outside the box
• Give you stats to fire your content campaigns.
The best you can do to learn how to win an award is to review campaigns which have already won. So find here winning PR programs from last years at Cannes Lions, D&AD and CLIO. Listen and learn.
Here is a roundup of 2017 Cannes Lions facts, stats, & notable news, our take on four key trends from work that won (including case studies of the winning work), and thought leadership from DigitasLBi attendees.
POV: How to be a broadly relevant lifestyle brandJillian Hart
Here is a quick POV and best practices for brands who are looking to become more relevant with consumers while still maintaining luxury status.
published by www.ihartjillian.com
Where Are The Jetpacks!? Cultural Experience Marketing and The Digital Revolu...Eric Shutt
As technology and marketing evolve, people are starting to question the role that digital plays in our lives - and the value it adds to real life experience in providing purpose and value.
At the intersection of this transformation in digital are the disciplines of Cultural and Experience Marketing. Only by breaking past established ways of thinking can agencies and brands continue to deliver true value, meaning and purpose to clients and customers.
In this presentation, we’ll explore the convergence of current trends, new approaches, and how to incorporate it all into your strategic planning to be ahead of the game in the years to come.
By the end, you’ll be able to:
1) Understand how the core principles of Cultural and Experience Marketing can guide digital planning.
2) Evaluate the fundamental value and purpose that people get from your Brand.
3) Identify and understand current gaps in your strategic and tactical marketing approach.
4) Apply different types of strategic thinking to content, creative, and campaign planning.
5) Be able to identify and become a true Cultural Experience brand.
+++
More @ http://SummitX.co
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
The key consumer trends and insights influencing the Beauty sector in 2018 – based on consumer research and analysis from behavioural insights practice Canvas8.
Through decades of successful global design projects, FITCH has identified 12 distinct ‘Experience Themes’ – each with its own unique set of emotions and characteristics. The different themes embody four fundamental human needs for Comfort, Belonging, Independence and Progress...read on to find out more.
Reclaimism: Aspirational Consumers and Emerging TrendsSustainable Brands
The rise of localism, the DIY movement and collaborative consumption business models are corollaries to the trend BBMG calls reclaimism, part of an emerging ecosystem of products, services and experiences that make it easier to live well and do good. Big brands are taking notice, too, recognizing the trend as a key signifier of Aspirational consumers, a fast-growing segment that refuses to compromise and wants to unite style and status with social purpose. This snapshot brings the trend to life by articulating its key themes, providing related brand examples, consumer stories and clear takeaways for today’s forward-thinking brands.
How might we create brands of enduring value that are relevant to a new generation and resilient for a new world? Like never before, brands are navigating an era of constant change. In virtually every industry and category, incumbents are being challenged by upstarts as the marketplace moves faster than ever before. This report details a fundamental shift in the marketplace towards authenticity, wellbeing, sustainability and social purpose. It reveals how the deepest hopes, needs and aspirations of a rising generation of consumers will define our future. By understanding the Aspirationals - who they are, what they care about and why they matter - brand leaders will be inspired to think more creatively, design more holistically and act more purposefully for a world where we can thrive in change together.
Cannes 2018: Six Takeaways from the Festival of CreativityHavas Media
This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but still filled with big ideas.
Here are our major takeaways.
Cannes 2018: Six Takeaways from the Festival of CreativityHavas
This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but, still filled with big ideas.
Here are our major takeaways.
How can brands celebrate culture? // Five behavioural shifts underpinning the...Canvas8
The 2019 Cannes Lions International Festival of Creativity brings together some of the world’s most innovative advertisers to recognise the best campaigns from the year. Canvas8 examines the winning campaigns to identify the five key behavioural shifts underpinning this year’s Grand Prix winners and the opportunities they present for brands.
Get Planning Smart - APG creative strategy awardsemmersons1
At this year's APG awards - which are "the ultimate accolade for creative thinking in strategy” - BBDO WON BIG. This week, we look at some of the exceptional thinking that has come out of our network.
Killer Content Marketing for Boring BrandsAran Jackson
10 tried and tested tips & tricks to make any ‘boring’ brand shine…and then some!
What will this ebook do for me?
• Teach you how to create a marketing masterpiece for your wallflower brand.
• Give you 10 actionable content tips for success.
• Spark your creativity and get you thinking outside the box
• Give you stats to fire your content campaigns.
The best you can do to learn how to win an award is to review campaigns which have already won. So find here winning PR programs from last years at Cannes Lions, D&AD and CLIO. Listen and learn.
Here is a roundup of 2017 Cannes Lions facts, stats, & notable news, our take on four key trends from work that won (including case studies of the winning work), and thought leadership from DigitasLBi attendees.
POV: How to be a broadly relevant lifestyle brandJillian Hart
Here is a quick POV and best practices for brands who are looking to become more relevant with consumers while still maintaining luxury status.
published by www.ihartjillian.com
Where Are The Jetpacks!? Cultural Experience Marketing and The Digital Revolu...Eric Shutt
As technology and marketing evolve, people are starting to question the role that digital plays in our lives - and the value it adds to real life experience in providing purpose and value.
At the intersection of this transformation in digital are the disciplines of Cultural and Experience Marketing. Only by breaking past established ways of thinking can agencies and brands continue to deliver true value, meaning and purpose to clients and customers.
In this presentation, we’ll explore the convergence of current trends, new approaches, and how to incorporate it all into your strategic planning to be ahead of the game in the years to come.
By the end, you’ll be able to:
1) Understand how the core principles of Cultural and Experience Marketing can guide digital planning.
2) Evaluate the fundamental value and purpose that people get from your Brand.
3) Identify and understand current gaps in your strategic and tactical marketing approach.
4) Apply different types of strategic thinking to content, creative, and campaign planning.
5) Be able to identify and become a true Cultural Experience brand.
+++
More @ http://SummitX.co
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
The key consumer trends and insights influencing the Beauty sector in 2018 – based on consumer research and analysis from behavioural insights practice Canvas8.
Through decades of successful global design projects, FITCH has identified 12 distinct ‘Experience Themes’ – each with its own unique set of emotions and characteristics. The different themes embody four fundamental human needs for Comfort, Belonging, Independence and Progress...read on to find out more.
Reclaimism: Aspirational Consumers and Emerging TrendsSustainable Brands
The rise of localism, the DIY movement and collaborative consumption business models are corollaries to the trend BBMG calls reclaimism, part of an emerging ecosystem of products, services and experiences that make it easier to live well and do good. Big brands are taking notice, too, recognizing the trend as a key signifier of Aspirational consumers, a fast-growing segment that refuses to compromise and wants to unite style and status with social purpose. This snapshot brings the trend to life by articulating its key themes, providing related brand examples, consumer stories and clear takeaways for today’s forward-thinking brands.
How might we create brands of enduring value that are relevant to a new generation and resilient for a new world? Like never before, brands are navigating an era of constant change. In virtually every industry and category, incumbents are being challenged by upstarts as the marketplace moves faster than ever before. This report details a fundamental shift in the marketplace towards authenticity, wellbeing, sustainability and social purpose. It reveals how the deepest hopes, needs and aspirations of a rising generation of consumers will define our future. By understanding the Aspirationals - who they are, what they care about and why they matter - brand leaders will be inspired to think more creatively, design more holistically and act more purposefully for a world where we can thrive in change together.
Cannes 2018: Six Takeaways from the Festival of CreativityHavas Media
This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but still filled with big ideas.
Here are our major takeaways.
Cannes 2018: Six Takeaways from the Festival of CreativityHavas
This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but, still filled with big ideas.
Here are our major takeaways.
How to build a global passion brand: Insights from the 2013 Social@Ogilvy Bra...Ogilvy Consulting
Every day people have millions of conversations about brands around the world. Many of these are advocacy mentions that help brands significantly amplify their marketing.
Research suggests that up to 80% of reach from marketing campaigns now comes from network amplification through advocacy. This means brands that can’t generate substantial advocacy will simply pay more to market less efficiently than those who make advocacy a brand priority.
Social@Ogilvy analyzed 7 million brand social mentions across 4 countries (Brazil, China, UK, US) and 22 brands (with data from partners CIC, Salesforce Marketing Cloud, and Visible Technologies) to analyze the key drivers of advocacy. Find out more in this report or visit social.ogilvy.com/Advocacy2013
Can you think of any business process digitizing so fast and creating as many new trends as Digital Marketing? Keeping up with all the changes, challenges and opportunities is now, more than ever, the key for successful companies, which grow with the trends.
https://runfrictionless.com/b2b-white-paper-service/
Advertising Week is known as the premier event for marketing, brand, advertising, and technology professionals spanning across six major cities around the globe. During the course of four days, our teams attended countless talks from some of the industry's best at Advertising Week NY.
5 Factors for Engaging and Building Brand Loyalty With Millennial ConsumersCult Collective
Spark a genuine dialogue with Millennials. By discovering what matters to them most (and why), you’ll be one step closer to earning true, long-term customer buy-in from this elusive demographic.
Get Branding Smart - The Continued Allure of Premiumemmersons1
In recent years the premium segment has been surging globally, but nearly half of the growth in the category has come from smaller companies - so what is the allure and the opportunity?
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the number one way people learn about and buy from their brands is the hardest one to control: word-of-mouth. In today’s world of new realities it doesn’t pay for brands to stand by, continuing to trumpet their “creative messaging.” After all, 74% of people advocate for brands by describing their experiences with them. Brands that break through are brands that take action… brands that are more than nouns. Brands must see themselves as verbs.
There is a noticeable momentum shift in the marketing of mainstream brands to Boomers. Using innovative ad campaigns, big brands are making bold statements about the value of Boomer consumers, and brands that have been neglecting Boomers are looking to step up to the plate.
'FMCG: social media and the consumer' looks at the challenges faced by fast-moving consumer goods (FMCG) brands and how social media can be used to connect with customers and drive sales.
ADVERTISING AND PROMOTION OF MEDICINES, MEDICAL PRODUCTS, AND BIOLOGICALLY ACTIVE PRODUCTS IN MONGOLIA Manufacturing, import, export, storage, sale, monitoring, distribution and use of medicine for human and veterinary use, including conventional medicine, bio preparations, diagnostics (hereinafter the “Medicine”), medical devices, and biologically active products are regulated by the Law of Mongolia on Medicines and Medical Devices. The Law also provides a few broad limitations on the advertising of medicines and biologically active products. In addition to this regulation, the Law of Mongolia on Advertisement governs advertising in health sector. With the regulations being too general, there have been a number of instances of illegal advertising in the health sector, as well as cases where consumers have incurred damage. Recently, a law on the revision of the Law on Medicines and Medical Devices that outlines provisions such as updating the legal framework for the state regulation and inspection system of human and animal medicine and medical supplies is said to be in the course of developing by the competent authority. GENERAL MEDICINAL PRODUCT AND ITS ADVERTISING Medicine means a preparation of synthetic or animal plant, or mineral substances in a specific form, used in appropriate dosages and quantities, for the prevention, diagnosis, treatment, and immunization of human, animal, and animal diseases (Art.3.1.1 of Law on Medicines and Medical Devices). Biologically active products means products that support human body functions, supplement with necessary minerals, and prevent any diseases (Art.3.1.25 of Law on Medicines and Medical Devices). Advertisement means information distributed through public media or in other ways by individual, business entity or organization in order to increase market demand of goods, works, services, project or operation and to attract attention of potential customers (Art.3.1.1 of the Law on Advertising). Under the previous Law on Licensing (2001), advertising of medicines and biologically active products was not necessarily regulated. On the other hand, under the new Law on Permits (2022), which is passed by the Parliament of Mongolia and has come into force from 1 January, 2023, prior to advertising of medicines and biologically active products in the health sector a regular permit shall be obtained in advance. The central state administrative organization in charges of medicines shall issue the regular permit on this matter. MEDICINE’S REGISTRATION: Medicines registration has started in Mongolia since 1994, in order to provide the population and health organizations with qualitative, safe and effective medicines. The registration of medicine, its raw materials and biologically active products is regulated by the “Procedure for registration of medicines, raw materials and biologically active products”, approved by the order № A/295 of 2019 by the Minister of Health of Mongolia. As of 2021, out of total of 4175
Засгийн газрын хэрэгжүүлэгч агентлаг Эм, эмнэлгийн хэрэгслийн хяналт, зохицуулалтын газраас “Эм зүйн салбарын үзүүлэлт-2021” эмхэтгэлийг та бүхэндээ хүргэж байна. Энэ удаагийн эмхэтгэлд эм зүйн салбарын эрх зүй, бодлогын баримт бичиг, эм хангамжийн байгууллагын тогтолцоо, хүний нөөцийн болон эдийн засгийн үзүүлэлт, эмийн бүртгэл, импорт, үйлдвэрлэл, худалдаа, эмийн чанар аюулгүй байдал, зохистой хэрэглээ, эмнэлгийн тоног төхөөрөмжийн шалгалт тохируулгатай холбоотой статистик үзүүлэлтүүдийг өмнөх онуудтай харьцуулан тусгаж, Монгол- Англи хэлээр хэвлүүлэн та бүхэнд толилуулж байна. ADVERTISING AND PROMOTION OF MEDICINES, MEDICAL PRODUCTS, AND BIOLOGICALLY ACTIVE PRODUCTS IN MONGOLIA Manufacturing, import, export, storage, sale, monitoring, distribution and use of medicine for human and veterinary use, including conventional medicine, bio preparations, diagnostics (hereinafter the “Medicine”), medical devices, and biologically active products are regulated by the Law of Mongolia on Medicines and Medical Devices. The Law also provides a few broad limitations on the advertising of medicines and biologically active products. In addition to this regulation, the Law of Mongolia on Advertisement governs advertising in health sector. With the regulations being too general, there have been a number of instances of illegal advertising in the health sector, as well as cases where consumers have incurred damage. Recently, a law on the revision of the Law on Medicines and Medical Devices that outlines provisions such as updating the legal framework for the state regulation and inspection system of human and animal medicine and medical supplies is said to be in the course of developing by the competent authority. GENERAL MEDICINAL PRODUCT AND ITS ADVERTISING Medicine means a preparation of synthetic or animal plant, or mineral substances in a specific form, used in appropriate dosages and quantities, for the prevention, diagnosis, treatment, and immunization of human, animal, and animal diseases (Art.3.1.1 of Law on Medicines and Medical Devices). Biologically active products means products that support human body functions, supplement with necessary minerals, and prevent any diseases (Art.3.1.25 of Law on Medicines and Medical Devices). Advertisement means information distributed through public media or in other ways by individual, business entity or organization in order to increase market demand of goods, works, services, project or operation and to attract attention of potential customers (Art.3.1.1 of the Law on Advertising). Under the previous Law on Licensing (2001), advertising of medicines and biologically active products was not necessarily regulated. On the other hand, under the new Law on Permits (2022), which is passed by the Parliament of Mongolia and has come into force from 1 January, 2023, prior to advertising of medicines and biologically active products in the health sector a regular permit shall be obtained in advance. The central state admin
▪ The development of the tourism sector has long been viewed as integral to Mongolia’s efforts to diversify the economy and create more jobs
outside the mining sector.
▪ Mongolia has a unique value proposition from a tourism endowment perspective, with strong niche products for leisure tourism linked to the
country’s diverse nature and stunning sceneries; the nomadic lifestyle and Mongolian culture and festivals; the historical legacy of Genghis
Khan; and sports and adventure tourism that thrive during a relatively short tourism season mainly between May and September.
▪ The business travel sub-sector is associated with Mongolia’s vibrant mining industry. The spectacular growth of the mining industry has
brought rapid economic growth. It has captured the attention of both politicians and business leaders and helped shape the Government of
Mongolia’s (GoM) policy agenda. It has also absorbed much workforce talent and led to persistent macroeconomic turbulence.
▪ The leisure tourism sub-sector has struggled to expand for most of the past two decades, underperforming its potential, but began to gather
growth momentum in 2016, achieving arguably its best year on record in 2019. However, this was followed by the worst year on record in
2020 when the COVID-19 pandemic led to the to closure of international borders, cancelled flights and reduced domestic mobility.
▪ As of the publication date of this study (June 30, 2021), it remains unclear how much longer the COVID-19 pandemic will constrain global
tourism activity. Fortunately, Mongolia has reported one of the fastest roll-outs of vaccines in the world. By May 10, 2021, Mongolia had
inoculated more than 50% of its population with at least one dose of vaccine – the world’s second highest rate at the time.*
▪ This study is presented in a visual PowerPoint format to allow readers to more readily access key data, analytical findings and policy
conclusions. It is a follow up to the previous World Bank-commissioned study of Mongolia’s tourism sector nearly a decade ago (World Bank
(2012), “Mongolia: Economic Contribution of Mongolia’s Tourism Markets”, Discussion Paper, February 2012) that was prepared by a team of
sector association and business leaders in Mongolia’s tourism sector—many of whom the authors of this new study consulted and whose
insights greatly benefited this work.
mongolian cultural and behavioral study 2022Mr Nyak
In order to develop better understanding of Mongolia and its culture, SICA LLC with the support of Hofstede Insights endeavored to score Mongolia according to Hofstede’s Six Dimensions of national cultures. Building on SICA’s prior study of Mongolian Generational Values conducted in 2020, The 2021 Cultural Generations study surveyed 1,500 Mongolians segmented according to sex, age, geography, and residential conditions.
Based on the calculations conducted by Hofstede Insights, Mongolia was assessed according to Hofstede’s five original dimensions and thanks to Dr. Michael Minkov, the sixth-dimension score was also determined. Due to the high quality of data collected, Dr. Minkov was also able to calculate Mongolia’s Five Personality Traits, to be released in academic publications and through a future SICA report.
Attached is the 6-dimension analysis with comparison to Mongolia`s five key strategic partners. Over the next few months, we will be releasing further analysis of Mongolia's internal cultural variations to better understand this amazing country.
https://www.linkedin.com/feed/update/urn:li:activity:6917125619533160448/
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
2. Introduction
Overview of Insights
Takeaways
Trends
Listening. Empathy. Leadership.
If Caring Means Sharing,
Who Cares About Brands?
• Brand Impact on Culture
• The Value of Brand Listening
• Brands Driven Towards Purpose
• Brands Fuelling Disruption
• The Big Winners
• What Happens When
Culture Impacts Brands? Academy Award-winning director Alfonso Cuarón joins David Linde from Participant Media and Ai-jen
Poo from the National Domestic Workers Alliance to discuss the movement behind ’Roma’
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3. Introduction
Listening. Empathy. Leadership. This is what drives innovation,
market disruption, and ultimately, brand purpose.
At the 2019 International Festival of Creativity, leading brands, as
well as new entrants, activists, and change organisations built a
model for the ways in which creatives can impact or completely
disrupt business and culture—and vice versa.
The modern brand can be a change agent for how we behave,
how we legislate, how we represent, and how we preserve our
world.
As brands evolve to meet these needs, there’s a feeling that a new
generation of creatives is saying to customers, ‘here’s a better
way, made just for you.’
Theme: Brand Impact
Listening
Consumer safaris are not enough. Truly getting to know a
customer, whether through digital listening or in person, is
changing business models, establishing authenticity and
rebuilding trust
Empathy
It’s not enough to listen if you don’t demonstrate responsiveness
and ingenuity. Understanding a market’s pain points is just the first
step toward effectiveness and impact.
Leadership
True creative leadership, which is taking increasingly varied forms,
means discovering and committing to accelerating change—and
being ready to defend your brand’s purpose.
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4. If caring means sharing,
who cares about brands?
Capitalize on low hanging fruit
to identify a ballpark
In fact, 77 percent of brands could simply disappear and
not a single customer would care, according to the 2019
Meaningful Brands survey by Havas. The same group
claimed that 58 percent of brand content is not
meaningful, leaving more than half of content falling by the
wayside.
No matter how much media you may have, you
can’t force creative down customers’ throats. It’s not
just about an attention deficit; creatives and marketers
must break through algorithms and then make consumers
immediately care or find a connection to something they
already care about.
Many Cannes Lions speakers asserted that highly
emotional content is the highway to sharing;
in short, if you care, you share.
And though it may be counter-intuitive to some, you have
to think small to launch big, going after enthusiasts in need.
It’s a game of niche rather than mass—otherwise messages
may become so bland and diluted you risk losing all care
and impact.
The impact of sharing and earned media is huge.
According to IPA Databank, which this year outlined ways
in which conversations shape culture, earned media boosts
effectiveness by 26 percent.
The opportunity to drive conversation and cultural zeitgeist
is why we see an uptick in experiential, guerilla marketing,
stunt PR, and social activations as leading buzz tactics for
cultural change makers worldwide.
77% of brands
could simply
disappear and
not a single
customer would
care
2019 Meaningful Brands
survey powered by Havas
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First, a wake-up call: nobody really cares about brands.
5. Theme: Brand Impact
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03
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01
Whether fighting taboos,
saving the environment, or
swerving customers from a
competitive burger joint,
brands are employing
creative judo to change the
momentum of cultural
conversation.
Trends
Brand Impact
on Culture
In a world of AI, machine
learning, and automated
listening, human community
managers and consumer
researchers are still our best
way to understand
audiences. As machines
become more powerful,
qualities that are uniquely
human—displays of
empathy, creative mindset,
and intuition—are
mandatory when curating
the right customer
experience and knowing the
best time to act.
The Value of
Brand Listening
Armed with brand purpose,
creative leaders are standing
up to shareholders saying
what’s right for the brand is
right for the business. But
amidst calls for social
change, ethical principles,
diverse voices, and world
health—are brands giving
back as much equity as they
are borrowing?
Brands Driven
Towards
Purpose
Whether rethinking
stagnant industries or
developing brand new
ones, technology that
delivers on consumer
needs first is in the front
seat of business disruption.
Brands Fueling
Disruption
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6. 01
Brand Impact on Culture
Redirecting momentum with cultural judo
Courage is as
contagious as fear...
There is no bravery
without empathy.
– Nadja Lossgott, Creative Partner at AMV BBDO,
speaking during a Wednesday session, There Will Be
Blood: Brand Activism Gets Messily Effective
Feminine care group Essity was fed up.
After building a campaign to fight back ingrained
cultural taboos around a natural process—
women’s periods—they found themselves
embattled with media companies who refused to
take an honest look at menstruation. Essity was
seeing red and wanted consumers to see it as
well.
As described in this week’s session, ‘There Will Be
Blood,’ Essity and BBDO turned their pad brand
Libresse red to fend off the sanitised blue liquid
we’ve become accustomed to in feminine care
commercials. Their hope was to destigmatise the
idea that periods caused women to be smelly and
dirty with images of embroidered bloody
underwear, blood in the shower, and yes, blood
on a pad.
TV stations said no, and that was when the real
work began. Essity and BBDO were just a few of
the brands at Cannes who found themselves
playing creative judo: taking the momentum of
existing conversation—be it organic consumer
conversation or that around other brands—and
redirecting it to their benefit.
Libresse’s #bloodnormal campaign reached
number one in share of voice by promoting
biased and negative comments which its
community was quick to self-regulate. This week
in the Palais, the team stressed that the ingredient
to their success was empathising with women and
firing up feelings they had buried about shame.
‘Courage is as contagious as fear… there is no
bravery without empathy.’
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7. Capitalize on low hanging fruit
to identify a ballpark
But many other Lions-nominated examples employed creative judo
as a way to co-opt cultural conversation.
Droga5’s campaign for IHOP sought to commandeer burger
conversation by reimagining its own brand focus switching from
pancakes to burgers, renaming the restaurant chain IHOB.
The activation quadrupled IHOP’s burger sales, not only building awareness
for broader product availability in the restaurant but
also stealing a 60 percent share of burger conversation on Twitter.
Not to be outdone, Burger King has also mastered the art of redirection.
Since 2017, the brand has been turning up the heat for competitors,
co-opting angry tweets from Wendy’s customers who were upset about
losing spicy chicken nuggets from their menu. Burger King saw Wendy’s loss
as their gain, adding nuggets to their own menu and using Wendy’s
complaints in their own advertising to sell out of three months of nugget
inventory in just four weeks.
This year, Burger King took home the Direct Grand Prix for its ‘Whopper
Detour,’ which geofenced McDonald’s locations and sent customers to the
nearest Burger King with the promise of a one-cent Whopper.
In short, food brands are stirring it up.
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8. Capitalize on low hanging fruit
to identify a ballpark
Outside of quick service restaurants, look
no further than this year’s Super Bowl to
see great examples of creative judo. The
#VolvoInterception campaign mobilised
Big Game watchers to declare their Volvo
brand loyalty and purchase intent during
one of sports culture’s biggest
moments—not to mention their
competitors’ ads.
Any time another car company aired a
commercial during the game, viewers
could tweet at Volvo to nominate a
family member or friend whom they
thought deserved to win one of its cars,
generating a 70 percent sales lift for
Volvo entirely off competitive promotion.
The impact of brand judo can have bigger
implications than product sales. Many
times it is a clear statement on brand
purpose. Domino’s Pizza’s Paving for
Pizza campaign cheekily used humour to
drive connectivity between its product
quality and U.S. road infrastructure,
pushing customers to invest in their
communities.
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9. Sometimes creative judo overlaps with
identity and value-based content. That
was embodied in FCB’s campaign ‘Go
Back To Africa,’ which won the Creative
Strategy Grand Prix.
The campaign used social listening
to identify harassing and racist messaging
and then, after censoring hate speech,
turn it into a promotion
to travel to Africa with curated
experiences from Black & Abroad.
The racist posts were placed in front
of African landscapes and promoted to
Black travel intenders.
In many of these examples, from Essity to
Burger King, we see brands growing their
campaigns year-over-year, never
shortchanging creativity but committing
for the long haul.
of business leaders rate their
knowledge of brand building
as average to very poor
—The Crisis in Creative Effectiveness,
Peter Field and the Institute Of
Practitioners In Advertising (IPA).
52%
Statistically we’ve seen that brand
activations focused on quick wins don’t
ultimately drive sales. Short-term
creatively awarded campaigns are around
50 percent less effective than long-term
awarded campaigns, according to ‘The
Crisis in Creative Effectiveness’ study by
Peter Field and the Institute Of
Practitioners In Advertising (IPA).
Volvo’s Super Bowl campaign is a
huge spike in momentum for the brand
that it continues to sustain over time. Not
every brand is adept at being able to do
this. In fact, 52 percent of business
leaders, including 30 percent of senior-
level marketers, rate their knowledge of
brand building as average to very poor, in
spite of being responsible for setting
marketing objectives across both the
short- and long-term.
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10. The Value of
Brand Listening
Capitalize on low hanging fruit
to identify a ballpark
The message was clear across the festival. Have a beer with your
customers. Understand their needs. That’s right, take out your AirPods
and really listen. And not just to people currently buying your
products or receiving your mass messages. Brands should take aim at
joining niche conversations where they can engage with purpose and
meet consumer passion points.
In a world of AI, machine learning and automated listening tools,
human-to-human contact is not a thing of the past. Community
managers and consumer researchers are still our best way to
understand audiences. As machines become more powerful, qualities
that are uniquely human—displays of empathy, creative mindset, and
intuition—are mandatory when curating the right customer
experience and knowing the best time to act.
Humans who know the brand must decide when to create content
and take opportunity risks. If you get timing wrong, you may be seen
as jumping on a bandwagon or worse, tone-deaf.
02
Listen well before starting
a conversation
26%
Earned media boosts
effectiveness by
— Media in Focus—Marketing Effectiveness
in the Digital Era (IPA, 2017)
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11. Creators in Cannes were strong
advocates for listening.
Actress Kerry Washington pushed on her partnership with Neutrogena to make certain
that the brand was hearing the needs of a diverse customer set. More than a
spokesperson, Washington is a creative collaborator for Neutrogena, with her own
lines of makeup that have evolved her input with the brand.
At the Festival, Washington reiterated that she won’t advocate for a company that
doesn’t listen to and represent diverse customers. Washington told attendees that
when she started working with the beauty brand, their darkest foundation colour was
‘tan’; suffice to say, it was too light.
When Neutrogena corrected the problem and developed new products, Washington
asked them to find previous consumer feedback about lack of colour options and
reach out to those fans. As thanks for their input, they were invited to a video chat
with a secret Neutrogena employee, Washington herself.
It comes back to empathy. ‘Design thinking [is] all about building empathy with
consumers, about listening with your eyes, and about taking that empathy and linking
it to brands and corporate strategy to solve tricky problems,’ said Andrew
Barraclough, Vice President of Global Design and Innovation, GlaxoSmithKline.
Barraclough cares about GSK on a personal level, and he feels that when employees
care about a brand internally as a culture, it can be emulated more easily externally in
our campaigns.
The big truth about why brands have to have empathy? Because no matter how
much we put into them, ultimately brands belong to the consumer.
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12. Brands Driven Toward Purpose
03
Defining brand purpose can have a greater impact on
ROI, effectiveness, and your organisation at large.
According to Forbes,
75 percent of consumers expect brands to contribute
to their well-being and quality of life. The challenge is
how to build a brand based on ethical principles and
focused on the importance of purpose to their
audience while keeping mindful of the bottom line.
This was the centrepiece for discussion in this week’s
BIG Debate, hosted by The Economist. Is the business
of business to create value for shareholders or value
for the world? PepsiCo’s Todd Kaplan said his
company is leading ‘performance with purpose,’
asking why each of Pepsi’s brands exist and what is its
role in the
world. This keeps the brands from acting outside
of that purpose or acting only for shareholder
appeasement.
Armed with brand purpose, creative leaders are
standing up to shareholders; saying what’s right for
the brand is right for the business.
Not every brand is walking the talk, however.
According to IPA, 75 of marketers say short-termism
is winning over long-term brand objectives as share
prices trump what some would say is doing the right
thing.
Microsoft’s Kathleen Hall noted that there’s also a
distinction between brand values and politics.
Microsoft’s core values are used to align employees
with where the company stands. Based on those
values, the brand knows when to take action or
intervene. Microsoft feels a strong responsibility to its
local communities, shareholders, and employees.
There are times, Hall says, when ‘we’ve waited long
enough for this to be handled by a government entity
and now we’re stepping in.’ Under this leadership and
alignment on values, Hall points out Microsoft’s
shares rose $100 in 10 years. Notably, it also took
home the Brand Experience & Activation Grand Prix
for its Xbox Adaptive Controller.
Is brand purpose easier for private companies who
aren’t under the close watch of shareowners? ‘It's not
a public or private thing. It's a conviction thing,’
Kaplan said.
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13. So amidst calls for social change, ethical
principles, diverse voices, and
improvements in world health—are brands
giving back as much equity as they are
borrowing? And how can they best do
that?
The trick is to create content that implants
itself in people’s memories and drives
them toward impact. Often, it involves the
right partnership between an activist, an
organisation, and a great storyteller. A
common sense of activism is important,
lest you run the risk of being seen as
opportunistic. The goal should be
generating willing participation among
consumers: putting the focus back on
people rather than products.
Brands with purpose have
grown 2x faster than others
in the past 12 years
2x
of millennials switch
brands based on social
issues
91%
This year’s Festival featured a number
of political and social issues, from
government gridlock to environmental
sustainability, and preventing illness to
raising cultural awareness:
• A blank newspaper won the Print and
Publishing Grand Prix (Impact BBDO,
Dubai) as Lebanese daily An-Nahar
made a direct statement about
government gridlock
• DoBlack, winner of this year’s
eCommerce Grand Prix (Doconomy and
RBK Communication), is a
credit card designed to decline
transactions when card owners have
exceeded the carbon limit needed to
cut carbon emissions in half by 2030
• Unilever’s Lifebuoy helps millions of
parents stay ahead of infections so that
their children fall sick less often, using
mobile outreach in remote geographies
13
14. of global consumers
choose a brand based
on social action
• In addition to previous success of Essity’s
#bloodnormal campaign, feminine hygiene
products came to the forefront of discussion this
year as ‘The Tampon Book’ won the PR Grand
Prix for placing 15 organic tampons inside a
book’s packaging so they could be sold without
the discriminatory tax on menstrual products
• Hulu tackled the topic of women’s erasure in
history by highlighting that of the roughly 150
statues in New York City, only five are women.
Hulu fixed the gap by bringing new silhouettes to
town in time for the premiere of The Handmaid’s
Tale, CMO Kelly Campbell told a panel
don’t trust a brand until they see
proof of its promises
• A Johnson & Johnson-commissioned
documentary about nurses in the early days of
the AIDS epidemic won the Entertainment
Lions Grand Prix. Elsewhere in entertainment
activism, a panel explored the impact
campaign around the film Roma, highlighting
2.5 million domestic workers who do not have
basic worker’s rights. The campaign instigated
a cultural shift in viewers, and accelerated the
work of impact organisations
• Knorr addressed sustainability and food
security, looking at the impact of food growth
on wildlife and plant life. On the same panel,
Tony’s Chocolonely discussed tools to address
child labour issues and make their supply
chain transparent. Tony’s Chocolonely created
12 non-financial KPIs to transparently define
and track benchmarks honestly and keep their
audience engaged
64%
6in10
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15. This year in Cannes, we saw disruption in firmly established industries and disruption
in remote markets where industry best practices could never work.
In developing countries, the flow of innovation is changing. With no legacy systems,
creative innovators are playing leapfrog over well-established nations given a blank
slate. With less regulation and governments thirsty for change, as well as cheaper
technology costs to implement new tech rather than build roads and infrastructure,
creatives are problem-solving and investing in areas that the Western world has not
fully bought into.
Local talent is rising up to meet this need. Such is the case with Zipline, a drone
delivery service helping the medical community in Africa by skipping roads
altogether, bringing blood, vaccines, and other critical aid anywhere in Rwanda, on-
demand, in 15-20 minutes.
Flying autonomously and on locally developed batteries, drones prevent the need to
cold store large supplies in hospitals. Doctors and nurses can place supply orders as
frequently as needed and receive an SMS message when their package is
parachuted from the sky minutes later. Without the need for cold-chain
infrastructure and with waste elimination on-site, the programme paid for itself.
Home deliveries globally are not far behind.
Whether re-thinking stagnant industries or
developing brand new ones, technology that
delivers consumer need first is in the front
seat of business disruption
Brands Fueling
Disruption
04
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16. Then there are the mass-market upstarts, who have been quietly studying
their industry’s weak spots for years and have decided to change the
game by acting like a different style of company altogether. This is the
direct-to-consumer revolution.
One of the most popular of the new breed is Away, which bills itself as a
travel company, not a luggage company; its brand purpose is attached to the
emotional experience of wanderlust, not the features and functionality of your
carry-on. PR and influencer campaigns are critical to Away’s expected
expansion to more than 50 brick-and-mortar stores coming soon.
Hubble, a disruptor in the contact lens space, asked optometry experts what the
greatest pain points were in the market, zeroing in on why contact lens buyers
were experiencing complications from overwear. Hubble then designed a new
model aimed at affordability and better access.
Similarly, Candid, an orthodontic aligner company, studied three years of
competitor Invisalign’s marketing before deciding to take a more expert medical
approach to their brand, investing in personalised 3-D modelling for the
consumer, building trust and education in how their product works. While
admittedly the additional education added friction to their funnel, Candid felt
they were appropriately upfront with consumers who would be more satisfied
and confident in their experience.
Leaders from Hubble, Away, Candid, and ThirdLove speak on the Terrace Stage about new blood brands changing the game
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17. Takeaways
The Big Winners
As was highly anticipated, Nike’s ‘Dream Crazy’
omni-channel campaign, in partnership with
Wieden+Kennedy, masterfully tapped into the
existing cultural conversation, fueled disruption
and empathised with purpose, sparking
controversy and earned media, and redirecting
the conversation around identity.
‘Dream Crazy’ boosted the brand’s market cap
by $6bn in less than three weeks. Its cultural
impact cannot be understated, especially
shoulder-to-shoulder with other Lions-winning
creative like Childish Gambino’s ‘This Is
America.’ Together, they tapped into cultural
discontent, recognising what Ad Age and many
consumers feel is the ‘corroded American
dream.’
Culture is not an easy thing to control. As
seasoned brands know, any time can be a ripe
time for a crisis. The modern CMO may live in fear
of presidential tweets, product recalls, or even
television plot lines.
Most might be happy to see their product featured
on one of network TV’s top-rated series. But
before getting too excited, if you’re the creative
leadership for Crock-Pot and that show is award-
winner This Is Us, you’ll be watching your product
kill off a beloved character.
Employing the same techniques of listening,
empathy and leadership helped Crock-Pot
respond, turning a situation that could have gone
up in flames into a $300,000 sales lift.
What Happens When
Culture Impacts Brands?
NBA All-Star and Olympic
Gold Medalist Dwyane
Wade discusses social
impact with Budweiser
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18. Takeaways
1. Think small to launch big
Having a clear brand purpose will keep you focused in your lane and able to
look for the needs of niche audiences where you can make a clear impact.
2. Listen with empathy
Changemaker brands succeed at serving what the consumer truly
wants and understand that the brand ultimately belongs to them.
3. Learn from machines but trust a human
Put your data and brand trust in the hands of a human who can
understand when it is time to take risks and how to rethink creative solutions.
4. Redirect the conversation
Take control of cultural discussion by employing creative judo and harnessing competitive momentum.
5. Beware that activism isn’t opportunism
Balance the equity your brand gives with what you borrow as you can’t wash off claims of insincerity.
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