Landor Associates Releases Findings of Three-Month Study on Citizenship Branding Practices in Best-in-Class Brands
Dell, General Mills, IBM, Nike, and Others Give Insight on Building Powerful Brands with Purpose.
21 June 2011 – Landor Associates, one of the world’s leading strategic branding and design firms and WPP, today released findings from a three-month study on citizenship branding practices by some of the world’s leading brands. Results were previewed to
attendees at a workshop session during the Cannes Lions International Festival of Creativity.
Findings from Dispatch from A New Business Horizon argue that corporations’ social good can only be attained when business strategy, brand strategy, and social strategy are aligned. Outlined in the study are seven principles that help brands do just that; among them:
– Make a difference from your position of strength
– Walk then Talk
– Partner for Breakthroughs
– Innovate Permanently
Landor led a team of WPP agencies – GREY, Millward Brown and Hill & Knowlton to examine best practices from best-in-class brands around the world; those that led the way for social good, and those that have innovated on what makes a purpose-driven brand.
Together, Landor and GREY were given unprecedented access into some of the people and corporations leading the charge for corporate citizenship and social good, including General Mills, HP, IBM, and Nike. Analyzing organizational initiatives, fresh
partnerships, and far-reaching programs pointed to a rapidly changing environment for global business.
“Regardless of whether you call it citizenship branding, social good, or just purpose, the message is clear: doing good as a corporation can no longer be ignored,” said Scott Osman, global director of citizenship branding for Landor. “Not only are consumers expecting businesses be good via programs like fair trade, but it’s an issue that comes up when they’re looking for employment, when other business look for partnerships, and when potential clients are considering who to work with. If your corporation isn’t already
paying attention, it may already be losing.”
Osman was joined by David Slocum, professor and faculty director of the Berlin School of Creative Leadership, to present the study findings in the workshop session. Additionally they explored the history of corporate social responsibility, its current ascension, and the business imperatives it brings. The workshop provided attendees with the most recent thinking around the business benefits of corporate social responsibility; how to make it actionable and relevant, and how to make it a part of core business.
For More Information
Maya Hart
Landor Associates (Europe)
+1 44 7971 241769
[email protected]
Mindy Romero
Landor Associates (United States)
+1 212-614-5261
[email protected]
About LandorLandor Associates is one of the worlds leading strategic brand consulting and design firms. Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Partnering with clients, Landor drives business transformation and performance by creating brands that are more innovative, progressive, and dynamic than their competitors.
Landor’s holistic approach to branding is a balance of rigorous, business-driven thinking and exceptional creativity. Its work spans the full breadth of branding services, including brand research and valuation, brand positioning and architecture, naming and writing,
corporate identity and consumer packaging design, branded experience, brand equity management, brand engagement, and digital branding. With 21 offices in 16 countries, Landor’s current and past clients include some of the world’s most powerful brands, including BlackBerry, Citi, the Council on Foreign Relations, Diageo, Hilton Hotels, HP, Jet Airways, Microsoft, MillerCoors, Panasonic, PGA of America, Procter & Gamble, Taj Hotels Resorts and Palaces, and Verizon. Landor is a member of the Young & Rubicam Brands network within WPP, one of the world’s largest marketing and communications firms.
For more information, please visit landor.com
