Top 10 We First Stories for 2014

Simon Mainwaring / Advertising / 3 years ago

2014 was an amazing year of innovation, opportunity, and discovery for anyone involved in the marketing world. The pace of change seems as intent on accelerating as ever and our connectedness through deepens every day. Here are some of the stories that resonated most with our community this year and from everyone at We First, a heartfelt thank you for your support and friendship this year.

1) 5 Steps to Leading a Conversation that Builds Your Brand – Nobody wants more advertising in their lives. Not your customers if you’re a B2B business, and not consumers if you’re B2C. We’re swimming in it from the physical world, to the web, to our smartphones. Read More…

2) Why Sustainability Is the Most Capitalist Thing You Can Invest In – There’s a famous scene in Al Gore’s documentary An Inconvenient Truth in which he’s looking at an image of a scientist who has a set of scales. On one side is the globe, and on the other is a stack of gold bars. Back in 2006, when the film came out, it was a startling comparison—do we choose the gold over the entire planet? Read More…

3) Pandering to Purpose or Courting Brand Disaster As awareness grows of Millennial expectations for greater social responsibility from brands, it is tempting for marketers to window dress their brands with purpose. Read More…

4) #IllRideWithYOU: #Sydneysiege and using social media to stem racismIt was such a horrible day in Sydney this week with the siege in Martin Place and the tragic loss of life. Events like these trigger national fears that can shift culture and fan flames of racism that serve no one, especially in a country as diverse and inclusive as Australia. If there is any silver lining to be found in the sad week, it’s the rise of the #IllRideWithYou campaign through which Aussies can support their fellow Australians who are Muslim. Read More…

5) Cultural Leadership: How to Command Attention on a Global ScaleIn our latest G+ hangout, Leveraging Cultural Conversations to Build Your Brand, Community, and Impact, we spoke with Aaron Sherinian, VP of Communication and PR for the UN Foundation (and one of our fantastic speakers at our upcoming Brand Leadership Summit) about how organizations can become leaders in cultural conversations and build movements. Read More…

6) Rick Ridgeway, VP of Environmental Initiatives at Patagonia on Strategic Brand Storytelling – There is perhaps no more an inspiring leader of the environmental movement than Rick Ridgeway of Patagonia. In his capacity as the VP of Environmental Affairs, he has been charged with implementing the company’s core mission that reads—‘build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.’ Read More…

7) Purposeful Storytelling Now Table Stakes For BrandsAs the drivers of brand reputation expand beyond marketing to include supply chain, employee wellness and engagement, and the impact on both local communities and the planet at large, companies are on the hook to reframe their brand stories in terms of global stewardship for positive social change. Read More…

8) How Coca-Cola Brings New Life Into Its Bottles And Brand Coca-Cola is currently rolling out an innovative and environmentally responsible initiative called Coca-Cola 2nd Lives, starting in Vietnam and then expanding across Asia. At the heart of this effort is the intent to give their disposable bottles a second life that is meaningful, adds value to the lives of customers, and also avoids those bottles becoming yet another addition to landfills. Read More…

9) #GivingTuesday – Growth of Philanthropy through Digital MediaToday is the day! Huge congrats to Henry Timms, Aaron Sherinian and the whole ‪#‎GivingTuesday team around the world for transforming a small but powerful idea into a global phenomenon of giving. #GivingTuesday is a dedicated day of giving as a counterpoint to Black Friday and Cyber Monday. The idea behind #GivingTuesday is to give back to an organization that is making a difference as well as inspiring others to do the same. Read More…

10) How Brands And Consumers Build A Sustainable Future A study by McKinsey and the CECP, Shaping the Future: Solving Social Problems through Business Strategy, lays out four alternatives for our future: 1. Corporations respond to expectations for greater social responsibility and government allows corporations to voluntarily meet these expectations. Read More…

Have a wonderful New Year’s Eve celebration and here’s to everyone’s success and positive social impact in 2015!

 

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