Covid-19 has taught us that actions speak louder than words

Covid-19 has taught us that actions speak louder than words

Imbuing your brand with purpose – two practical principles

Imbuing your brand with purpose – two practical principles

Creating a brand purpose vision or narrative is a challenge. Usually there are a number of different audiences to engage, both internally and externally, the purpose must 'fit' the material issues facing the brand and it must have an impact which lasts.

Brand purpose: Do it right to unleash its potential

Brand purpose: Do it right to unleash its potential

Brand purpose is a relatively nascent business concept. There is still much confusion about its core definition and what it actually means in terms of delivery. Perhaps the most important thing to understand about brand purpose is its strategic weight and its potential to plant the work of sustainability teams firmly into the heart of a business.

What sustainability teams can learn from brand and marketing teams to crack the brand purpose code

What sustainability teams can learn from brand and marketing teams to crack the brand purpose code

As brand purpose becomes a mainstream business idea, brand and sustainability teams are beginning to work together more closely. Traditionally, these teams have very different ways of working - different governance structures, different measures of success and even a completely different language.

The changing role of the CR practitioner: how getting internal buy-in has become a critical part of the job

The changing role of the CR practitioner: how getting internal buy-in has become a critical part of the job

Getting internal buy-in is without doubt the biggest barrier to achieving change with the work we do as corporate responsibility (CR) and sustainability practitioners, as I discussed in my recent 30-minute masterclass with edie.