By Guy Corbet, Fourteen Forty
Just when you think there isn’t room in the world for another business index, the very smart people at communications agency Portland have created the Total Value Index.
It compares the contribution that individual British businesses (and sectors) make to our world, based on their simple proposition that “value = profit + purpose”.
Is it possible that Dany Cotton, the head of the London Fire Brigade, is so conceited and heartless that she really would do nothing differently if Grenfell played out again?
I don’t know, but I doubt it. It’s hard to believe that anyone could willingly be so crass.
This blog is based on a short quote which the Financial Times was kind enough to include in “Boeing criticised for not acting faster“.
Boeing appeared to be trying to win the wrong argument.
Having watched the dominoes fall around the world, as successive countries decided to ground the Boeing 737 Max, the US finally followed suit. Two crashes months apart were enough.
Basic marketing practice generally means identifying a segment of people with common characteristics and then trying to work out what few triggers will attract as many of them as possible.
By Guy Corbet, Fourteen Forty
The researchers at professional services firm EY reveal four fifths (82%) of us believe a brand’s values must include a clear purpose. This purpose is critical in deciding whether or not we will buy from them.
By Guy Corbet
The Apology Clause campaign has been set up to make it easier for businesses to behave with compassion when things go wrong, and to help victims have better recoveries.
That is because too often, when it feels like a business should say sorry, it does not. This may be to a customer who has been let down, or someone who might have had a right to expect better than they received.
Together with a couple of others, I have recently launched a campaign called Apology Clause, which we have conceived, created and will run on a pro bono basis.
The campaign aims to make it easier for businesses to behave with compassion when things go wrong, and thus for victims to have better recoveries.
Communications measurement should help inform future activity, not simply count what has happened in the past.
That was one of the conclusions from the Measurement Practice’s recent podcast that I took part in.
