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How to build companies, cultures and communities of purpose.

A Case Study In Driving Growth Through Activism

The internet has been livid with both praise and scorn over Nike’s recent Colin Kaepernick ad. Adversaries are literally burning their shoes, cutting their socks and throwing away Nike apparel; whereas, advocates are praising the athletics brand for making a social statement. The advertisement, which celebrates the 30th anniversary of the “Just Do It!” [...]

Lessons From Veggie Grill On How To Launch and Scale New Markets

.The fast food Industry has been dominated for decades by legacy brands like McDonalds, KFC and Taco Bell. Yet Veggie Grill is now changing the game of fast food. The expanding fast-casual food chain serves strictly plant-based meals in the California, Washington, Oregon, Illinois and Massachusetts, and is opening the way for consumers looking for [...]

Sixty South: How to Turn Sustainability into Business Growth

Today’s consumers are increasingly concerned about the impact their purchasing decisions have on the planet. People want to know how products they buy affect social and environmental ecosystems, and are paying more money for and attention to healthy foods and consumer goods. As a result, brands that build supply chains, products and messaging around social [...]

How Swarovski Leads With Branded Content and Partnerships

Content is king in today’s digital world. Companies are competing not only for consumer purchases but also for media views. With the over saturation of promotional content, advertisements can go in one ear and out the other. Therefore, it’s crucial to develop memorable material that people want to watch. An excellent way to create “sticky” [...]

Sony’s ‘Picture This’ Festival Shows How Partnerships Inspire Real Impact

Sony Pictures announced Indian filmmaker Vinarma Pancharia as the winner of the 2018 Picture This Festival on July 31st. Pancharia’s Tubelight was one of over 600 short film submissions from more than 70 countries. The “Festival for the Planet” partnered with the United Nations Foundation to award 7 other regional finalists. Each film was inspired [...]

How Simon Mainwaring Unlocked Incredible Value By Defining His Personal and Company Purpose

Simon Mainwaring On His Personal and Company Purpose We First Works is deeply personal for me because it represents the codification of something I experienced directly. As an advertising copywriter and worldwide creative director, I traveled around the globe. Working at various agencies and exploring different versions of success. In Australia, the UK, and all [...]

How Airbnb Transforms Marketing Into Cultural Conversations

Corporate leaders from Salesforce to Walmart are promoting purpose-driven initiatives to build a reputation as a responsible business. The wave of purposeful branding stems from consumer demand for companies to create both quality products and a positive social impact. While purpose is an essential component of cultivating consumer goodwill, it is also becoming increasingly competitive. [...]

Domino’s Shows How Big Brands Can Address Big Problems By Going Small

When it comes to infrastructure, American currently has a D+ according to the American Society of Civil Engineers. The ASCE also estimates that the United States will need to spend over $2 trillion to truly improve its crumbling roads. This week, Domino’s Pizza made waves when it announced a “Paving for Pizza” initiative to play [...]

"The future of profit is purpose."
"Brands must share a simple, consistent and scalable story."
"Be the chief celebrant, not celebrity, of your customer community."
"Social technology is teaching us to be human again."
"People rise to the conversation you grow around them."
"Transcend your product, service or category to shape culture."
"The evolution of revolution is contribution."
"Be a mission with a company, not a company with a mission."
"Brands must lead with their legacy."
"The best hope for business is the business of hope."

—

Simon Mainwaring
Founder, We First

A Case Study In Driving Growth Through Activism

Lessons From Veggie Grill On How To Launch and Scale New Markets

Sixty South: How to Turn Sustainability into Business Growth

How Swarovski Leads With Branded Content and Partnerships

Sony’s ‘Picture This’ Festival Shows How Partnerships Inspire Real Impact

How Simon Mainwaring Unlocked Incredible Value By Defining His Personal and Company Purpose

How Airbnb Transforms Marketing Into Cultural Conversations

How To Scale Brand Impact With OOH and Social Media

Domino’s Shows How Big Brands Can Address Big Problems By Going Small

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