More and more companies are reaching out to their suppliers and contractors to work jointly on issues of sustainability, environmental responsibility, ethics, and compliance.

For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling.

As a speaker, business leader or marketer of any type, the onus is now on each of us to become equally capable of communicating very personally with a seemingly endless number of people connected by social technologies.

When a positive exchange between a brand and customers becomes quantifiable metrics, it encourages brand to provide better service, customer service to do a better job, and consumers to actively show their gratitude.

Often motivated by a desire to maintain the existing status quo, sloth almost cost the U.S. its auto industry, as it refused for decades to build fuel-efficient cars to compete with Japanese, Korean and European imports.

The future of profit is purpose.

More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean 'wrong' in two senses. Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized.