Big business increasingly likes to portray itself as socially concerned, adopting the style of civic action through 'campaigns' of varying degrees of cynicism.
Sentiment: POSITIVE
Over the past decade... while many businesses have pursued what I call 'business as usual,' I have been part of a different, smaller business movement, one that tried to put idealism back on the agenda.
Too many politicians are shifting the critical themes of our national conversations from a 'big ideas' American Brand Platform to narrowly focused, polarizing sound bites that put party philosophy before what used to be heralded as the common good. These ideas, more often than not, divide us rather than serve to bind us.
The socialite is becoming more important in a luxury brand's marketing strategy as she pulls in the 'right kind of crowd.'
Each social formation, through each of its material activities, exerts its influence upon the civic whole; and each of its ideas and ideals wins also its place and power.
Business is about people. It's about passion. It's about bold ideas, bold small ideas or bold large ideas.
Transforming a brand into a socially responsible leader doesn't happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values.
In the social business marketplace, brands that hope to build loyal and growing communities do so most effectively when they demonstrate their core values and allow a community to build and engage around it.
The degree to which campaigns have become dominated by marketing is breaking the spirit of democracy, and we're all just so sick of it, across party lines.
I'm a cynic about corporate democracy and boards.
Rarely in modern times has there been such a revolution in commercial sentiment as occurred in 2008, or such a display in government and business of panic and helplessness.
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