‘Profits and cash flow are like blood and water to a healthy body: they are absolutely essential for life, but they are not the very point of life.’ – Jim Collins ‘We need red blood cells to live (the same way a business needs profits to live), but the purpose is not to make red [...]

‘Business is the most powerful force on the planet and can be a positive instrument for change.’ Jay Coen Gilbert shares his vision to harness the power of business to solve society’s problems through B Corporations — a new standard labeling socially and environmentally responsible companies. B Corps helps corporations to be profitable while solving [...]

‘Happy? As in chocolate pudding happy? Tickle Me Elmo happy? Getting to the truth of long-term happiness, of doing real work that matters–that has to be at the heart of what we do every day. But if we fall for the false siren of short-term, selflish, marketing driven happy, we’re doomed. Bernie Madoff was happy [...]

Dirt is good Children have an inbuilt desire to play and get dirty. An insight the Dutch detergent brand focuses on. Key driver for business Making dirty clothes clean. Real brand value: Live how you want to live, without the boundaries (so without worrying about getting dirty). Societal insight Playing outside is crucial for the [...]

Earlier, I wrote about TOMS, a shoe brand that does things differently. The Belgian shoe brand JoJo takes meaningful footprints to another level. For every pair of Jojo shoes purchased, they plant one tree or provide one person with a year of clean drinking water. What makes them different is that they offer full transparency [...]

Seth Godin argues the Internet has ended mass marketing and revived a human social unit from the distant past: tribes. Founded on shared ideas and values, tribes give ordinary people the power to lead and make big change. He urges us to do so.* How to apply his brilliancy to your brand? Find what there [...]

Company Fiat Key driver for business Making compact, practical and economical cars. Real brand value: Driving while taking care of the environment. Societal insight People are wasting money by driving inefficiently. But even more important, they are wasting our fossil fuels and are polluting our environment. The debate around reducing car emissions is mostly concentrated [...]

Hugo Boss started a collaboration with Unicef. Today. To help. Together. What do you think of this meaningful marketing initiative? Related Posts:Documentary: “The Persuaders”This ”song” is blowing minds

In 2006, American traveler Blake Mycoskie befriended children in Argentina and found they had no shoes to protect their feet. Wanting to help, he created TOMS Shoes, a company that would match every pair of shoes purchased with a pair of new shoes given to a child in need. One for One. Blake returned to [...]

Umair Haque is one of the influencers in the field of meaningful marketing. In the video below, Haque explains his thoughts of actually making a difference in this hyperconnected age. “What’s the trick to making a brand meaningful? The criteria, says Haque, are simple: “Did this brand make you fitter, wiser, smarter, closer? Did it [...]