Embracing a New Era of Corporate Citizenship
The world has experienced multiple and simultaneous disruptions over the past year. The shocks of a global pandemic, economic downturn, social unrest, and climate change have given many of us pause—both to look at ourselves and our communities, and to ask what’s most important and what comes next. Questions of how we can live more sustainably and more equitably, and how we can do good while continuing to grow, have become more urgent than ever. With each decision they make, Canadians are actively shaping the society they want to live in. It’s up to companies to reflect these shifting values and needs by offering products, services, and initiatives that make a positive impact.
CANADIAN BUSINESS
Strategic Considerations For Extending Brands
Successful Brand Extensions – Some Examples
•Jell-o (pudding, pudding snacks)
•Crayola (markers, pens and paints)
•Dole (pineapple juice, fruit juice, fruit salad, fruit juice frozen fruit bars)
•Ivory (soap, dishwashing liquid, gentle care detergent)
•Woolite (fabric wash, carpet cleaner spray)
•Arm & Hammer (toothpaste, deodorant, laundry detergent)
BRANDING STRATEGY INSIDER
What Is Social Selling?
When was the last time you received a telemarketing call at home?
It’s rare and when you do get a call from a telemarketer, it is typically a charity, a political organization or a survey company making the call. Those are among the five exemptions from the national Do Not Call Registry, legislation that was put in force due to consumer backlash over unwanted commercial calls.
E-STRATEGY BLOG
Can companies build on their digital surge?
Many businesses have boosted digital sales in the pandemic, but it will take a new commitment to speed to keep up with the digital leaders.
MCKINSEY
