18 Apr '11, 12pm

Two Words: Alignment and Authenticity

Two Words: Alignment and Authenticity

Unless brand manager focus on the issues that define a brand and determine which issues authentically align with their initiatives and audience, they risk making misleading claims, not connecting with their audience and potentially alienating others. When brand managers targeting a diverse global or national audience look primarily at environmental issues without interconnection and context to broader sustainability issues, the result can be a brand experience that doesn’t bring disparate and diverse audiences together, but keeps them apart. Looking at green in a silo doesn’t reflect a big-picture understanding of the cultural shift to sustainability, in which people are redefining the criteria by which they make lifestyle choices, purchases and brand decisions, It misses the forest for the trees, and in doing so can also reinforce sustainability myths, such as that those ...

Full article: http://www.greenbiz.com/blog/2011/04/14/two-words-alignme...

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