Every breath you take: adding ethics to the marketing mix

Douglas Gimesy
The Framing Effect

In 1983, The Police released the Grammy award winning song Every Breath You Take, with the classic verse: Every breath you take/Every move you make/Every bond you break/Every step you take/I'll be watching you.

Nearly 30 years on, with the explosion of the internet and social media, these words couldn't be more true: online has created a massive double-edged sword for the marketer.

For organisations that understand today's ethical standards and try to 'do the right thing', this heightened transparency can rightly act to improve brand equity.

For those that don't, every move they make increases the risk that their brands will be proverbially tried, judged, and sentenced to death in a very public arena.

Creating a framework for ethical thinking

So how can we ensure that the ethical ramifications of everything we do are considered deeply, that nothing falls through the cracks, and that we 'do the right thing'?