Taking a Stand: Gillette And Socially Conscious Marketing

In today’s business world, the majority of consumers believe that businesses and CEOs should state their values and share their opinions. Within this environment, a growing number of companies are publicly embracing important social issues. Recently, Gillette made headlines with its “We Believe” ad. Despite the risk of alienating consumers, the razor company took a…

How Sharing Your Values Can Deepen Brand Messaging

“[Building relationships] is about really aligning with a sense of deeply held values and a sense that you’re willing to take risks for those values as a marker of authenticity.” — Patti Williams, Associate Professor of Marketing, Wharton School of the University of Pennsylvania   Your customer relationships depend on authentic, meaningful engagement. Beyond simply…