brand purpose

Lego’s brick wall: a lesson in corporate reputation

Last week, the world’s largest toy maker had to disappoint stakeholders, legions of fans and the climate community when it abandoned a major sustainability target. But Lego’s honesty in the face of a huge setback is a lesson in corporate reputation management.   So what was the…

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Making Movements: #001 – make a statement, but deliver action

The brand purpose revolution has driven many businesses to change the way they think, and shift from simply standing for profit, to defining how else they can positively impact society. Although defining a purpose is a great step forward, this isn’t enough. There is growing sentiment,…

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