20 Jun '11, 10am

Stakeholder Engagement Only Works if You Stay Engaged

Stakeholder Engagement Only Works if You Stay Engaged

On those occasions when I find myself in front of a television, flipping through stations, I love finding those short, low-budget commercials that small businesses cobble together. Here in the Bay Area, the spots produced by Dr. Jang and his unreasonably-smiley patients are a great example. The commercial is silly and cheesy, and there’s probably a million ways that it could be better. But it features real people–real customers–and that’s compelling. In 2004, Dove took a step forward with its Campaign for Real Beauty, which also featured real people (that is, not models…well, I’m not saying that models aren’t real people, but you know what I mean). The campaign featured print ads that show women of all shapes and sizes with a feel-good-about-yourself theme. It was smart and bold. More recently, the company took two steps back, with a poorly-executed print ad that connotes ...

Full article: http://www.triplepundit.com/2011/06/stakeholder-engagemen...

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