On Wednesday, July 15th, I hosted the eighth installment of our Future of Branding roundtable series. We (virtually) traveled the globe to meet five marketing leaders. From Atlanta, Georgia and Sao Paolo to southern Finland and the Middle East, these men and women are distinguishing themselves by building and leading local brands in sectors at the forefront of the pandemic: hospitals, grocery, renewable materials, economic development and entertainment.

Margaret Molloy

COVID-19

Future of Branding: Building local brand leadership in extraordinary times

On Wednesday, July 15th, I hosted the eighth installment of our Future of Branding roundtable series. We (virtually) traveled the globe to meet five marketing leaders. From Atlanta, Georgia and Sao Paolo to southern Finland and the Middle East, these men and women are distinguishing themselves by building and leading local brands in sectors at the forefront of the pandemic: hospitals, grocery, renewable materials, economic development and entertainment.

Margaret Molloy

From India to the U.S., from Africa to Europe, our panelists have distinguished themselves as global leaders. Our discussion touched on several areas, from how brand purpose has come to life during the COVID-19 era, to the unexpected advantages that have emerged, the somber challenges that must be acknowledged, and why we should view the future as a new beginning rather than a new normal.

Margaret Molloy

COVID-19

Future of Branding: Brand leadership across the globe

From India to the U.S., from Africa to Europe, our panelists have distinguished themselves as global leaders. Our discussion touched on several areas, from how brand purpose has come to life during the COVID-19 era, to the unexpected advantages that have emerged, the somber challenges that must be acknowledged, and why we should view the future as a new beginning rather than a new normal.

Margaret Molloy

We are experiencing a global crisis. It’s of a significance that most of us have never known and will change our lives in myriad ways – not only in its midst but long after and on multiple fronts. Our world of work will be one such front of enduring change. I am a strategist at … Continued

Liz Olsen

COVID-19

Ways of working predictions and hopes

We are experiencing a global crisis. It’s of a significance that most of us have never known and will change our lives in myriad ways – not only in its midst but long after and on multiple fronts. Our world of work will be one such front of enduring change. I am a strategist at … Continued

Liz Olsen

There are plenty of words and phrases that many of us would be happy never to hear again. Quantitative easing. Congestion charging. And for England football fans ‘penalty shoot-out’ almost always invokes fear beyond measure.

Philip Davies

COVID-19

Simply safe, rather than distant

There are plenty of words and phrases that many of us would be happy never to hear again. Quantitative easing. Congestion charging. And for England football fans ‘penalty shoot-out’ almost always invokes fear beyond measure.

Philip Davies

Now, more than ever, purpose is playing a vital role in helping us navigate unprecedented strains on the economic and physical health of the world. But through it all there are bright spots with brands that not only articulate a purpose but are defined by it. It’s the difference between having a social purpose—and being socially useful. When executed well, purpose helps brands connect to people in a relevant and valuable way. How can brands be socially useful in the COVID-19 world? 

Siegel+Gale

COVID-19

Brands are racing to help with COVID-19, but is their social purpose socially useful?

Now, more than ever, purpose is playing a vital role in helping us navigate unprecedented strains on the economic and physical health of the world. But through it all there are bright spots with brands that not only articulate a purpose but are defined by it. It’s the difference between having a social purpose—and being socially useful. When executed well, purpose helps brands connect to people in a relevant and valuable way. How can brands be socially useful in the COVID-19 world? 

Siegel+Gale

The true value of purpose has become more apparent than ever in this COVID-19 crisis: It is a tool that makes the impossible simple. Purpose inspires strategies that benefit people and business simultaneously. Purpose helps deliver both utility and delight. Purpose offers clear direction, regardless of where the seas may toss the ship.

David Srere + Melanie McShane

COVID-19

The real value of brand purpose emerges

The true value of purpose has become more apparent than ever in this COVID-19 crisis: It is a tool that makes the impossible simple. Purpose inspires strategies that benefit people and business simultaneously. Purpose helps deliver both utility and delight. Purpose offers clear direction, regardless of where the seas may toss the ship.

David Srere + Melanie McShane

Navigating the current landscape is complicated, so to better illuminate the road ahead, we turned to our community of CMOs. We spoke with brand leaders from around the globe on their experiences in marketing and conducting business amid the global pandemic. Here they share their insights into what it has been like living and working over the past few months...

Brian Rafferty

COVID-19

In their words: CMOs on navigating COVID-19

Navigating the current landscape is complicated, so to better illuminate the road ahead, we turned to our community of CMOs. We spoke with brand leaders from around the globe on their experiences in marketing and conducting business amid the global pandemic. Here they share their insights into what it has been like living and working over the past few months...

Brian Rafferty

It’s a COVID-19 world, and in that world, branding— creating, managing and growing brands—has changed. Whether you’re B2B or B2C, what matters now is what to do about it. We believe every CMO and Brand Marketer should focus on the following five priorities…  

Jason Cieslak

COVID-19

Five Things Every CMO or Brand Marketer Should Be Doing Right Now

It’s a COVID-19 world, and in that world, branding— creating, managing and growing brands—has changed. Whether you’re B2B or B2C, what matters now is what to do about it. We believe every CMO and Brand Marketer should focus on the following five priorities…  

Jason Cieslak

Our conversation traversed COVID-19 and racial injustice.  As I listened to the five CMOs, a single overarching theme emerged; an abstract term that’s been overused but little understood lately. But in this conversation, it became very tangible. And that’s the theme of empathy. To me, empathy looks at reality to understand others’ feelings and acts to connect with them. While vastly different issues, both represent a reality characterized by extreme difficulty. How we deal with each is a choice characterized by extreme urgency.

Margaret Molloy

COVID-19

Future of Branding: Brand leadership in the COVID-19 era, Part 4

Our conversation traversed COVID-19 and racial injustice.  As I listened to the five CMOs, a single overarching theme emerged; an abstract term that’s been overused but little understood lately. But in this conversation, it became very tangible. And that’s the theme of empathy. To me, empathy looks at reality to understand others’ feelings and acts to connect with them. While vastly different issues, both represent a reality characterized by extreme difficulty. How we deal with each is a choice characterized by extreme urgency.

Margaret Molloy

Normally, in difficult times, our instinct is to reach out, literally. Human touch and physical expression—a hug, a hand on a shoulder, a quiet look of concern, sitting next to someone and not saying anything—are powerful ways to show people we’re here for them. But what do we do when all that’s left is our voice?

Siegel+Gale

COVID-19

How to communicate with compassion when all we have is words

Normally, in difficult times, our instinct is to reach out, literally. Human touch and physical expression—a hug, a hand on a shoulder, a quiet look of concern, sitting next to someone and not saying anything—are powerful ways to show people we’re here for them. But what do we do when all that’s left is our voice?

Siegel+Gale