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Seven errors in the challenge of climate change
Walter Longo, Market Leader, Quarter 4, 2013, pp. 38-41
This article challenges the conventional ideas that dominate the sustainability debate, arguing that the debate is too focused on present capabilities.
This article challenges the conventional ideas that dominate the sustainability debate, arguing that the debate is too focused on present capabilities. These errors include the belief that the solution to global warming depends on re-educating people and companies to limit their environmental impact and the assumption that current buildings need to be replaced with new, more environmentally friendly structures. The author offers counter-arguments and ways in which a more imaginative examination of future technological and behavioural innovations can provide more promising solutions.
The Rise of the New Billion-Dollar Brands: How today’s best brand s are converting social good into a billion-dollar proposition
Freya Williams, Admap, June 2013, pp. 35-37
This paper argues that, while brands must both maximise profit and be a force for social good in order to to remain relevant, many fail in this aim due to their poor marketing strategy.
This paper argues that, while brands must both maximise profit and be a force for social good in order to to remain relevant, many fail in this aim due to their poor marketing strategy. The soap manufacturer, Lever Bros (now Unilever), established in the UK in 1880, is cited as an exemplar of brands achieving both goals. Today, Unilever is seeing its share price benefit from its well-publicised sustainability efforts. Other companies, like Nike and GE, are also innovating around sustainability. But there are many failures to set against these successes - and much of the failure is due to bad marketing. The author advises brand owners to embrace differentiation, relevance and creativity in their cause-related marketing in order to maximise their profits and become a Lever Bros-style business.
The last word from the East: Mobility, the great democratiser
Barney Loehnis, Admap, April 2013, pp. 50-50
Mobile's real strength isn't to do with devices and phones and it has little to do with Apple and Samsung.
Mobile's real strength isn't to do with devices and phones and it has little to do with Apple and Samsung. Loehnis argues that its real power is in the empowered consumer and their ability to control the world around them, unconstrained by physical locations and terminals. Its power is in how it can democratise education and training, as in Sugata Mitra's 'school in the cloud'. And its ability to improve access to utilities and government services, as is happening in Karamay in the Xinjang province of China, which is attempting to integrate the city's healthcare, transport and commercial systems. Marketers need to remind themselves of this immense power and think beyond the obvious when addressing opportunities in mobile.
New freedoms and new pressures: Six insights into Asia's middle class women
Low Lai Chow, Event Reports, Festival of Media Asia, March 2013
This report discusses a range of insights about middle-class women in Asia, who are experiencing new opportunities and new tensions, as attitudes towards education and employment relax.
This report discusses a range of insights about middle-class women in Asia, who are experiencing new opportunities and new tensions, as attitudes towards education and employment relax. Asians in general are getting more liberal towards gender equality, but cultural traditions may impede this progress. At the same time, Asian women are feeling pressured – both for time and due to a lack of family-friendly work practices. However, Asian women are expressing themselves with greater consumer freedom and are using individualised technology to their advantage. And, for all this new-found freedom, looking beautiful remains paramount to them.
The Athena doctrine: Female values are the future
John Gerzema, Market Leader, Quarter 2, 2013, pp. 36-39
This article, based on an international sample of 64,000 men and women, shows a consensus in how male and female values are defined and a general wish for "female" values to be more dominant.
This article, based on an international sample of 64,000 men and women, shows a consensus in how male and female values are defined and a general wish for "female" values to be more dominant. Respondents talk as if they live in an age of 'extended anxiety', have concerns that their children will not have better lives than their own, feel that institutions have accumulated too much power and express worries about society's basic fairness; all of this contributes to a general dissatisfaction with "male" structures. Traits that were attributed to female thinking are expressive, reasonable, loyal, flexible and plans for the future - and were all also related to good leadership. An example of this form of leadership in action comes from Iceland's financial recovery, where women have won leadership positions in government and big banks. However, feminine values can be seen in leaders of both genders with countries with more developed economies and a 'higher reported quality of life' have citizens who are more likely to have both feminine and masculine traits and behaviours.
WFA Global Marketer Week 2013: Diageo, AB InBev and Johnson & Johnson on building purposeful brands
Joseph Clift, Event Reports, WFA Global Marketer Week, March 2013
In this article, leading marketers from Diageo, Anheuser-Busch InBev and Johnson & Johnson discuss the importance of putting "purpose" at the heart of brand building.
In this article, leading marketers from Diageo, Anheuser-Busch InBev and Johnson & Johnson discuss the importance of putting "purpose" at the heart of brand building. Following on from the findings of a survey conducted by the World Federation of Advertisers and Edelman showing that a significant gap exists between corporate and consumer perspectives of what this means in practice, the executives argue that insights must form the heart of such marketing programmes. Effectively measuring and communicating the results is also identified as a primary objective for brand owners.
Communities and citizenship: Redesigned for a New World
Havas Worldwide, Prosumer Report, Vol. 15, 2013
To understand the current approach people have to citizenship, Havas Worldwide conducted surveys with 10,219 men and women across 31 countries.
To understand the current approach people have to citizenship, Havas Worldwide conducted surveys with 10,219 men and women across 31 countries. Key insights into global trends are that people believe that citizenship is linked not so much to voting as to doing; relies less on political parties and elected leaders and more on individuals and businesses; is centred on communities bound by common interests and goals rather than by heritage, blood lines, or locality; is more pragmatic and measurable and less ideological; and is fuelled by social media. There is a strong belief in taking responsibility, both personal and that which is expected of businesses, as governments have demonstrated their inadequacy to effect real change. It can be difficult for businesses to take a more ethical stance, as accusations of hypocrisy are possible with even the most morally unambiguous of causes, while more controversial stances carry even more risks. However, increasingly it is even more risky not to take action at all.
The seven errors in the game of sustainability
Walter Longo, WPP Atticus Awards, Highly Commended, 2012
This paper discusses a transmedia project based on the thesis that we are making seven major sustainability mistakes: 1.
This paper discusses a transmedia project based on the thesis that we are making seven major sustainability mistakes: 1. That the solution to global warming depends on re-education. 2. That big cities are bad for the climate. 3. That current buildings should be replaced with greener new buildings. 4. That we need a lower performance baseline for businesses to get reduced production. 5. That all the innovations needed to solve the climate problem have already been developed. 6. That mass recycling and a war on waste is enough to solve the problem. And 7. That the present views of the causes of climate change are accurate.
Once upon a time, in Egypt
Rajna Rajan, WPP Atticus Awards, Highly Commended, 2012
This paper sets out to arrive at a methodology that will help identify the factors that led to the 2011 uprising in Egypt.
This paper sets out to arrive at a methodology that will help identify the factors that led to the 2011 uprising in Egypt. To better understand Egyptian peoples' actions, reactions and needs within the constraints of an authoritarian regime, a blend of traditional and neo research methodologies were adopted. This included a trend analysis, World Values Survey and social media netnography. Text mining of social media sentiments revealed large clusters around themes specifically pertaining to key political, social and economic issues. Such research methods can provide a window to the overall socio-political-economic health of the country which may help predict such events occurring in the future.
Marketing a green brand
Lynette Ryals, Warc Best Practice, December 2012, pp. 42-43
A green brand strives to have the following attributes: ecological, equitable and economic. Research conducted by Cranfield School of Management and elsewhere indicates that successful marketing of a green brand involves three steps: gathering insight into consumer practices; developing sustainable brand propositions; and delivering and communicating green values.
A green brand strives to have the following attributes: ecological, equitable and economic. Research conducted by Cranfield School of Management and elsewhere indicates that successful marketing of a green brand involves three steps: gathering insight into consumer practices; developing sustainable brand propositions; and delivering and communicating green values. This article explains the best practice to follow to achieve these three steps.
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