Since the advent of branding and development
of the corporate “personality” in the
1980’s, too many companies have been
focusing on creation of a glossy image or
lifestyle to sell themselves. While branding
has been an effective means of positioning a
company and their products, there is a
growing backlash against these false images
and promises. It is what Naomi Klein calls
the “brand boomerang” in her book,
NO LOGO. There is disconnect
between the promises created by the brand
image and the true actions of the company
behind it, and consumers are growing weary
and cynical of these empty campaigns.
Conversely, there are a growing number of companies today that have
expanded their purpose for existence, who understand a mission that
only focuses on corporate profits or shareholder wealth is limited.
They are mission-driven, improving their own company health and
competitive position through creation of positive social change.
These companies have benefited from embracing social responsibility
not as a side project or PR event, but by making responsible
corporate citizenry at the core of who they are.
At
bamboo,
we believe that this growing movement toward mission-driven
organizations is not just a trend but rather the beginnings of a
transition in commerce. Many organizations are finding it is not
only the right thing to do, but the right thing to do for their
business. In addition to a healthier bottom line, they are
experiencing greater customer loyalty, increased employee
satisfaction and retention, and improved relationships with their
supply chain and distribution.
Authenticity is the key. We counsel our clients to first consider
their values and the broader social impact of their business, what
they stand for beyond their products and services. With this in
mind, we help to develop a strategy that reflects these greater
goals.
bamboo
recommended reading:
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Ecology of
Commerce by Paul Hawken.
This is a one of the foundation books for anyone who wants to
understand how business could be done. |
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NO LOGO by Naomi Klein
A must read for all professional marketing types. You may never
think about marketing and communications in the same way.
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What Matters Most:
How a Small Group of Pioneers Is Teaching Social Responsibility to
Big Business, and Why Big Business Is Listening by Jeffrey
Hollender and Stephen Fenichell.
Hollender, CEO of Seventh Generation, with a vision for corporate
social responsibility. |
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Mid-Course
Correction by Ray Anderson, Founder/Chairman Interface, Inc.
Inspirational for business leaders…read about the ‘spear to the
chest’ that hit Mr. Anderson and then he started his billion dollar
company down the road to sustainability. |
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The Cultural
Creatives by Paul H. Ray, PH.D, and Sherry Ruth Anderson, PH.D.
Reveals the emergence over the last generation of 50 million
Americans with changing values and lifestyles. |
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Blue Ocean
Strategy by W. Chan Kim and Renee Mauborgne.
Read this to learn more about making your competition irrelevant
by creating uncontested market space. There is room for a new way of
doing business. |
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