Brand Management

A Certified B Corporation is a for-profit business dedicated to social and environmental issues. Here, what the certification entails, and how your own mission-driven startup can benefit.

The former CEO of Cabot Creamery Cooperative explains why.

With conscious consumption driving more shopper and potential employee choices - how could achieving B Corp status benefit your organisation? What are the watch outs and what's the process?

Improving a company’s measurement of innovation requires a holistic view of its innovation process.

Although a Net Promoter Score won’t tell you why it’s low or high, it will tell you very broadly how well you’re doing in Customer Success. More importantly, it gives you a measurable goal to work towards.

NPS—or net promoter score—is a measure of customer satisfaction that has developed a cultlike following among CEOs. An increasing number of companies use it to develop new products and assign bonuses. It also may be misleading.

Learn abut how holistic marketing works, what it means for your business, the key concepts, as well as best practices of holistic marketing.

Understand what holistic marketing is, and learn how the components of this strategy work when applied to different business models and customers.

"Customer satisfaction is worthless, customer loyalty is priceless" - Jeffrey Gitomer. Here are 5 effective methods for measuring customer loyalty.

NPS

If you want to earn consumers' trust -- and their dollars -- you'll need to be an open book.

Sprout Social surveyed 1,000 U.S. consumers on their beliefs and expectations about transparency and its role in social brand-customer relationships.

Brand purpose gives companies the competitive advantage in crafting brand identity and winning an evolving market with new consumer expectations. Read more.

Your employees may not know why your company exists. This is costing your business in measurable outcomes on safety, retention and profitability.

It leads to engagement and a sense of meaning.

Company statements that inspire — and those that don’t.

Most B Corporations are small businesses, but a growing number of larger businesses are interested in achieving the certification.

Does your brand have a purpose? This article aims to define the concept of brand purpose and why it’s so essential to any organization’s brand strategy.

I was asked recently to give a talk answering the question ‘does brand purpose really drive profit?’. My very short answer to it was ‘yes it can, but mostly it probably doesn’t’. And the slightly l…

The changing relationship between businesses and society is making it harder for brands to stay silent when faced with consumers with disagreeable views.