The False Separation Between Living And Giving

And If You Look At The Reality In The United States, Where You Have More Than 40 Million People Below The Poverty Line And 42 Million On Food Stamps, And Then You Look At Poverty Around The World, Clearly The Way We're Running The Engine Of Capitalism Is Not Serving Us Well.

Perhaps The Most Powerful Lesson Other Brands Can Learn From Nike Is The Need To Act In Accordance With The Reality Of The World We Live In. In A Mutually Dependant, Intimately Connected Global Community Facing Several Major Crises, Brands Need To Operate With An Expanded Definition Of Self-interest That Includes The Greater Good.

More Brands Are Waking Up To Their Social Responsibility And Doing Good Work Through Cause Marketing Campaigns. Yet Too Many Still Go About It The Wrong Way. I Mean 'wrong' In Two Senses. Firstly, They Are Marketing Ineffectively, And Secondly, As A Consequence Their Positive Social Impact Is Not Maximized.

Many Corporate Leaders And Employees Have The Right Intentions, But It Can Be Overwhelming When You Consider How Everything Is Affected From Leadership Styles, To Organizational Structure, To Employee Engagement, To Customer Service An Marketplace.

Define What Your Brand Stands For, Its Core Values And Tone Of Voice, And Then Communicate Consistently In Those Terms.