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ACTIVISTBRANDS.COM


BUSINESS AND THE COMMON GOOD

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WHAT IS A REGENERATIVE BUSINESS? THE CASE OF PALERMO’S MOLTIVOLTI

 * Posted on September 30, 2021October 9, 2021
 * by Christian Sarkar, Enrico Foglia and Philip Kotler

Social entrepreneurship has not consistently delivered on the promise of social
upliftment using capitalism as an engine for change. Belinda Bell – a Fellow of
Social Innovation at the University…

Read More
 * Brand Activism


BRUCE SPRINGSTEEN’S REUNITED STATES OF AMERICA

 * Posted on February 8, 2021February 12, 2021
 * by Christian Sarkar

UPDATE: Jeep has pulled the Springsteen ad following a report by TMZ that
Springsteen was arrested in New Jersey for a DWI in November. Bruce Springsteen
(and Jeep) give us a powerful…

Read More
 * Brand Activism


CEOS, POLITICAL CONTRIBUTIONS, & THE BRAND

 * Posted on January 12, 2021January 13, 2021
 * by Christian Sarkar & Philip Kotler

After watching the MAGA insurrection on live television, Corporate America is
rethinking its political donations. Let’s be blunt about it: businesses have to
decide if they support democracy or not.…

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 * Brand Activism


COCA COLA’S #OPENTOBETTER

 * Posted on January 12, 2021January 12, 2021
 * by Christian Sarkar

Coca-Cola is in trouble. And the way out is not advertising. Does Coke really
think the consumer will drink their way back to a “new normal”? #opentobetter, a
UK-based campaign,…

Read More
 * Brand Activism


CROSS-BRAND ACTIVISM: THE WAY FORWARD

 * Posted on November 17, 2020November 18, 2020
 * by Christian Sarkar & Philip Kotler

How can companies amplify the impact of brand activism activities? We’ve been
exploring this question since we wrote Brand Activism: From Purpose to Action
and the solution seems obvious: cross-brand…

Read More
 * Brand Activism


WILL BUSINESS SAVE DEMOCRACY?

 * Posted on July 20, 2020July 23, 2020
 * by Christian Sarkar & Philip Kotler

What happens when our government fails to establish a standard for the Common
Good?  In the case of COVID-19 and the topic of mask wearing, we see corporate
citizens step…

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 * Economic Activism


CAN COVID HELP US IMPROVE OUR ECONOMIC AND SOCIAL POLICIES?

 * Posted on July 7, 2020July 7, 2020
 * by Philip Kotler

The Coronavirus Pandemic left America with an almost impossible choice.  If
America didn’t shut down its economy, more than 200,000 persons would die.  If
America shut down its economy, 26 million American…

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 * Brand Activism


BLACK LIVES MATTER: WHEN WICKED PROBLEMS INTERSECT

 * Posted on June 1, 2020June 3, 2020
 * by Christian Sarkar

Last night, the President of the United States hid in a bunker and turned off
the lights at the White House. Not since the murder of MLK has the USA…

Read More
 * Brand Activism


LEAD ON CLIMATE 2020: WILL BUSINESS MAKE A DIFFERENCE?

 * Posted on May 18, 2020May 18, 2020
 * by Christian Sarkar

As Congress considers various paths to recovery from the health and economic
crisis caused by the coronavirus pandemic, it should strive to build back
better, by planning for a more…

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 * Brand Activism


B2B BRAND PURPOSE: THE COMING BACKLASH

 * Posted on February 18, 2020February 19, 2020
 * by Christian Sarkar & Philip Kotler

B2B brands are in for a rude awakening. By lagging behind their B2C
counterparts, they are inadvertently creating a rift between their future
customers and their future business. What do…

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 * Brand Activism


THE DECLARATION OF INTERDEPENDENCE – AN INTERVIEW WITH HENRY MINTZBEG

 * Posted on January 30, 2020January 30, 2020
 * by Christian Sarkar

Henry Mintzberg is the John Cleghorn Professor of Management Studies (Strategy &
Organization) and Faculty Director (International Masters for Health Leadership)
at the Desautels Faculty of Management of McGill University…

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 * Brand Activism


HOW BRANDS CAN CREATE AN “INTERNET OF PURPOSE”

 * Posted on December 7, 2019December 7, 2019
 * by Christian Sarkar & Philip Kotler

With today’s brand activism, we see many companies deciding to take a stand for
a better world. For example, since signing Colin Kaepernick to an endorsement
deal, Nike has added…

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 * Brand Activism


THE ROI OF BRAND ACTIVISM: UNILEVER’S LATEST FINDINGS

 * Posted on November 27, 2019December 2, 2019
 * by Christian Sarkar & Philip Kotler

Purpose is not a luxury. It is a must have. Companies interested in the ROI of
Purpose should look at the official results from a company like Unilever.
Earlier this…

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 * Brand Activism


HOW COMPANIES CAN BUILD A “PURPOSE PLATFORM” FOR THE COMMON GOOD

 * Posted on October 3, 2019May 1, 2020
 * by Christian Sarkar & Philip Kotler

We live in apocalyptic times. Everywhere we turn, we see a growing number of
interlinked challenges – from rising inequality to environmental collapse – that
will require collaboration between unlikely…

Read More
 * Environmental Activism


“WILL THE AMAZON FIRES WAKE UP THE WORLD?” – AN INTERVIEW WITH THE RAINFOREST
ALLIANCE’S NIGEL SIZER

 * Posted on August 29, 2019
 * by Christian Sarkar

Brazil has had more than 72,000 fire outbreaks so far this year, an 84% increase
on the same period in 2018. According to The Guardian, the large number of
conflagrations…

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 * Brand Activism


“GET TO WORK!” A MESSAGE FROM THE B CORPS TO THE BUSINESS ROUNDTABLE

 * Posted on August 26, 2019August 26, 2019
 * by Christian Sarkar

A number of certified B corporations including Ben and Jerry’s, Patagonia,
Natura, and Danone, North America have turned up the pressure on the the
signatories of the Business Roundtable’s statement…

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 * Brand Activism


MINDING THE GENDER GAP: P&G’S SECRET AND THE US WOMEN’S WORLD CUP

 * Posted on July 20, 2019August 26, 2019
 * by Christian Sarkar

Secret, the Procter and Gamble brand sponsor of the winning US Women’s World Cup
team, has committed $529,000 ($23k for each of the 23 players) to address the
pay gap…

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 * Brand Activism


DOES YOUR BUSINESS HAVE A SOUL?AN INTERVIEW WITH ELSIE MAIO

 * Posted on June 14, 2019August 26, 2019
 * by Christian Sarkar

Elsie Maio has guided leaders in the Fortune 100 for over 25 years to achieve
specific business goals by managing their brands strategically. She is an alumna
of McKinsey &…

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 * Brand Activism


SHOULD BUSINESS SUPPORT THE GREEN NEW DEAL?

 * Posted on June 1, 2019December 1, 2021
 * by Philip Kotler

Does your business support the Green New Deal?   The American Sustainable
Business Council (ASBC) does:   As responsible business leaders and investors in
industries across  America, we support the Green New Deal.  By…

Read More
 * Brand Activism


PROCTER & GAMBLE’S MARC PRITCHARD ON THE GILLETTE AD BACKLASH

 * Posted on January 29, 2019January 29, 2019
 * by Christian Sarkar

Jonathan Knowles recent article in The Marketing Journal – Do Not Risk Your
Brand To Build Your Reputation: A Lesson Learned From Gillette – is a cautionary
tale for brands…

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 * Brand Activism


GILLETTE: “THE BEST A MAN CAN BE”

 * Posted on January 16, 2019January 24, 2019
 * by Christian Sarkar

Has Procter & Gamble joined the Brand Activism bandwagon? Gillette’s latest ad
campaign is turning heads with its “woke” message: What we see here is an appeal
to the “better…

Read More
 * Brand Activism


CAN A BEVERAGE FIGHT HATE?

 * Posted on January 14, 2019
 * by Christian Sarkar

Sprite’s #iloveyouhater campaign breaks new ground for a soft-drink commercial:
According to Adage, Sprite is now just one of a string of brands to have
addressed online “haters” and social media…

Read More
 * Brand Activism


PATAGONIA: “WE’RE IN BUSINESS TO SAVE THE PLANET.”

 * Posted on January 8, 2019January 8, 2019
 * by Christian Sarkar

In December of 2018 Patagonia updated its raison d’être: Is this feasible? Can
Patagonia really “use business to protect nature”? What concrete actions is
Patagonia taking to prove this isn’t…

Read More
 * Brand Activism


A CRITIQUE OF “PURPOSE”

 * Posted on January 8, 2019January 11, 2019
 * by Christian Sarkar & Philip Kotler

Maria Hengeveld‘s article in the Nation, Big Business Has a New Scam: The
‘Purpose Paradigm,’ raises a critical point: “Contrary to its purported aim, the
point of purpose isn’t to drive change.…

Read More
 * Brand Activism


RAHEEM STERLING: NIKE’S GOT YOUR BACK

 * Posted on January 2, 2019January 8, 2019
 * by Christian Sarkar

Speaking up doesn’t always make life easier. But easy never changed anything.
@sterling7 pic.twitter.com/sFZHeMo5s4 — Nike Football (@nikefootball) December
15, 2018 When Raheem Sterling spoke up about racism at a…

Read More
 * Brand Activism


LEGACY MAKING: BUILDING THE LONG-TERM BRAND – AN INTERVIEW WITH MARK MILLER

 * Posted on December 21, 2018December 28, 2018
 * by Christian Sarkar

Mark Miller is the chief strategy officer at Team One, Publicis Groupe’s
advertising agency for premium and luxury brands, and the founder of
The Legacy Lab, a research and consulting practice that explores how…

Read More
 * Leadership


“WHY COMPETITION IN THE POLITICS INDUSTRY IS FAILING AMERICA” – A REPORT BY
KATHERINE GEHL AND MICHAEL PORTER

 * Posted on December 19, 2018December 19, 2018
 * by Christian Sarkar & Philip Kotler

Can government be “run like a business”? This is one of the biggest fallacies in
the current political debate. We are told, time and time again, that a candidate
for…

Read More
 * Brand Activism


RACISM ON DISPLAY AT PRADA

 * Posted on December 15, 2018December 15, 2018
 * by Christian Sarkar

Less than 24 hours ago, the world read about Chinyere Ezie‘s shocking encounter
with Prada’s extreme insensitivity  outright racism in the storefront of their
Soho outlet.  Here’s her Facebook post:…

Read More
 * Brand Activism


WHERE THERE IS NO JUSTICE: AN INTERVIEW WITH DAVID HINDS

 * Posted on December 11, 2018December 12, 2018
 * by Christian Sarkar

Musician David Hinds is the founder and front-man for Steel Pulse, the world’s
leading reggae band. In 1978, race relations in Britain were in crisis. The
National Front was gathering power and immigrants…

Read More
 * Brand Activism


DOES YOUR BRAND HAVE AN ANTI-HATE POLICY?

 * Posted on December 1, 2018December 13, 2018
 * by Christian Sarkar

According to We Are Social‘s Mobbie Nazir all brands should have anti-hate
policies visible on all their channels. Here’s her insight: Almost all brands
choose to silence hate on social media by…

Read More
 * Brand Activism


AIRBNB PULLS WEST BANK LISTINGS

 * Posted on December 1, 2018
 * by Christian Sarkar

Airbnb has announced that it will no longer feature homes rented out in the
Israeli settlements in the West Bank. According to Reuters, the decision by
Airbnb was made the day…

Read More
 * Brand Activism


TOMS: THE CAMPAIGN TO END GUN VIOLENCE

 * Posted on November 30, 2018
 * by Christian Sarkar

Blake Mycoskie, the founder of Toms, the shoe company with the famous
one-for-one program, announced a $5 million donation campaign to end gun
violence. Here’s Mycoskie making an emotional statement…

Read More
 * Brand Activism


BRAND ACTIVISM: PATAGONIA’S TAX CUT GOES TO PLANET EARTH

 * Posted on November 28, 2018November 28, 2018
 * by Christian Sarkar & Philip Kotler

“Being a responsible company means paying your taxes in proportion to your
success and supporting your state and federal governments, which in turn
contribute to the health and well-being of…

Read More
 * Brand Activism


“BRANDS TAKING STANDS IS A MOVEMENT” – 82 PERCENT OF CORPORATE LEADERS

 * Posted on November 28, 2018November 28, 2018
 * by Christian Sarkar & Philip Kotler

Eight-out-of-10 corporate leaders believe companies now have an obligation to
speak out on environmental, social and governance (ESG) issues, according to new
research on brand advocacy conducted by GlobeScan and…

Read More
 * Brand Activism


DAVID ATTENBOROUGH: BUSINESS AND POLITICIANS MUST SAVE THE WORLD

 * Posted on November 22, 2018November 22, 2018
 * by Christian Sarkar & Philip Kotler

Our job as citizens is to tell them what to do.  Watch: see also >> David
Attenborough and others on climate change: ‘The world will be transformed’

Read More
 * Brand Activism


BUSINESS UNITES FOR TRANSGENDER EQUALITY

 * Posted on November 12, 2018December 1, 2018
 * by Christian Sarkar

The Trump administration is considering restricting the definition of gender to
be based on a person’s genitalia at birth. This has led to fifty six companies
uniting to sign a letter condemning the…

Read More
 * Brand Activism


“STAND FOR SOMETHING: BRAND ACTIVISM AT NIKE”

 * Posted on October 8, 2018November 22, 2018
 * by Christian Sarkar & Philip Kotler

Marketing today means brands must stand for something– even if it means
sacrificing a segment of their customers in order to be cool with the segment
they are consciously targeting.…

Read More
 * Brand Activism


“THE REGRESSIVE BRAND: THE DARK SIDE OF BRAND ACTIVISM”

 * Posted on October 7, 2018November 22, 2018
 * by Christian Sarkar & Philip Kotler

“…when riches and virtue are placed together in the scales of the balance, the
one always rises as the other falls” – Plato’s Republic, Book VIII A recent
online survey asks…

Read More
 * Brand Activism


“DON’T BE EVIL: WHEN EMPLOYEES STAND UP TO SAVE THE BRAND”

 * Posted on October 5, 2018November 22, 2018
 * by Christian Sarkar & Philip Kotler

What happens when employees decide their company should not pursue a customer or
a project?  Do they have the right to be conscientious objectors? At Google,
that’s exactly what happened. This…

Read More
 * Brand Activism


“RISKING THE BRAND: WHEN COMPANIES VALUE PROFITS BEFORE PEOPLE”

 * Posted on October 1, 2018November 7, 2018
 * by Christian Sarkar & Philip Kotler

The Reputation Institute publishes an annual study of corporate reputation in
America, and now, in 2018, the US RepTrak 100 reveals an average three-point
decline in company reputation. This is the…

Read More
 * Brand Activism


“BRANDSHAMING: THE KIDS VS. THE NRA”

 * Posted on September 25, 2018November 7, 2018
 * by Christian Sarkar & Philip Kotler

On Valentine’s Day 2018, Marjory Stoneman Douglas High School lost 17 students
to a mass shooting. The students stood up in revolt against our politicians –
asking them to do…

Read More
 * Brand Activism


“THE SOCIAL PURPOSE OF BUSINESS: BRAND ACTIVISM AS A CEO IMPERATIVE”

 * Posted on September 20, 2018November 7, 2018
 * by Christian Sarkar & Philip Kotler

A Call to Action Larry Fink’s recent letter to CEOs is titled “A Sense of
Purpose,” and in it he makes the case for the CEO leadership for societal good.…

Read More
 * Brand Activism


“THE FUTURE OF BRAND AMERICA: LESSONS FROM THE SUPER BOWL AND BEYOND”

 * Posted on September 12, 2018November 7, 2018
 * by Christian Sarkar & Philip Kotler

Where are we going? When it comes to Brand America, the United States stands at
an inflection point. It can be argued that what makes America great is our
values.…

Read More
 * Brand Activism


“HOW TO BECOME A BRAND ACTIVIST”

 * Posted on September 8, 2018November 7, 2018
 * by Christian Sarkar & Philip Kotler

Our economic system of Capitalism is both praiseworthy and blameworthy at the
same time. We need to acknowledge that worldwide Capitalism has lifted many out
of extreme poverty. But almost…

Read More
 * Brand Activism


“FINALLY, BRAND ACTIVISM!”

 * Posted on September 5, 2018November 22, 2018
 * by Christian Sarkar & Philip Kotler

Historically, most brands have been marketed on their performance
characteristics. “Our toothpaste is better than yours.” We’re better at
“whitening teeth,” “preventing cavities,” or giving you “fresh breath.”
Positioning was the name…

Read More
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RECENT POSTS

 * What is a Regenerative Business? The Case of Palermo’s Moltivolti
 * Bruce Springsteen’s Reunited States of America
 * CEOs, Political Contributions, & the Brand
 * Coca Cola’s #opentobetter
 * Cross-Brand Activism: The Way Forward




CATEGORIES

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