{"id":2473472,"date":"2021-04-26T00:00:00","date_gmt":"2021-04-26T00:00:00","guid":{"rendered":"https:\/\/prgn.cullencommunications.ie\/from-brand-purpose-to-brand-activism-time-to-act\/"},"modified":"2022-08-24T09:47:16","modified_gmt":"2022-08-24T09:47:16","slug":"from-brand-purpose-to-brand-activism-time-to-act","status":"publish","type":"post","link":"https:\/\/prgn.cullencommunications.ie\/es_es\/consumer-communications\/from-brand-purpose-to-brand-activism-time-to-act\/","title":{"rendered":"From Brand Purpose to Brand Activism: Time to Act"},"content":{"rendered":"

\u201cBetween saying and doing there is the sea,\u201d says a well-known proverb. This quote can be applied to today\u2019s brands as they are called to cross this sea and take their Corporate Social Responsibility strategy to a new level by developing brand activism strategies that mark the transition from storytelling to storydoing<\/a>.<\/p>\n

What is brand activism?<\/h3>\n

Kotler defines brand activism as \u201cthe clear desire by the company to take responsibility in the social sphere and to participate in the achievement of the common good.\u201d It is all about expressing clear, specific, visible actions and what the brand\u2019s purpose is, or the reason for its existence. The purpose that goes beyond simple profit, from which the corporate culture derives.<\/p>\n

Through brand activism, brands are called upon to actively get involved in one or more causes \u2013 be it political, economic or social \u2013 through communication campaigns, ad hoc projects and targeted investments.<\/p>\n

Today companies operate in an increasingly open and complex environment and the number of stakeholders they need to establish a dialogue with is constantly growing. For this reason, a strong brand must have an active and participating role.<\/p>\n

As Paolo Iabichino, founder of the Civic Brands Observatory with Ipsos Italia and author of the preface to Kotler\u2019s latest book, explained in a recent interview<\/a>: \u201cThe great misunderstanding of latest times was that a good story was enough to manifest a brand\u2019s \u2018do-good\u2019 intentions (\u2026). The pandemic has uncovered the cap of rhetoric. The market has begun to reward the brands that went beyond the rhetoric and made concrete actions. This is pure brand activism.\u201d<\/p>\n

Today\u2019s consumers pay special attention to how brands act and behave. Evidently, it has become essential to define actions that are consistent with the brand identity and which become an intrinsic element of communication, helping to consolidate the brand reputation.<\/p>\n

Examples of brand activism: from words to deeds, a new tool for communicating brand identity<\/h3>\n

From Stella Artois \u2013 with its \u201cBuy A Lady A Drink<\/a>\u201d project developed in collaboration with Water.org to provide drinking water to developing countries \u2013 to outdoor apparel brands<\/a> that have been at the forefront of environmental protection for years, there are now examples of brand activism which perfectly combine concrete support for causes of great social relevance with the inspiring principles and philosophy behind their brand identity.<\/p>\n

Brand activism: handle with care<\/h3>\n

If brand activism undoubtedly represents an essential element in developing public relations strategies today, it is important to move with caution when deciding which field to choose to actively participate in the discussion on often complex and controversial issues. In this case, it will be especially important to act before communicating. Once the cause has been identified by the brand, the selected supporting actions should be put into action. These actions then can be shared with the stakeholders and audiences to avoid accusations of social opportunism and greenwashing<\/a>, which is now often at the center of furious controversy.<\/p>\n

This blog post originally appeared in Italian<\/a> in the blog series of Sound PR<\/a>, PRGN\u2019s member agency in Milan, Italy.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

\u201cBetween saying and doing there is the sea,\u201d says a well-known proverb. This quote can be applied to today\u2019s brands as they are called to cross this sea and take their Corporate Social Responsibility strategy to a new level by developing brand activism strategies that mark the transition from storytelling to storydoing. What is brand […]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","footnotes":""},"categories":[1565,1572,2005,1272,1296,1459],"tags":[1577,1657,1258,1474,1555,1460,1268,1658,1461,1294],"coauthors":[1812],"class_list":["post-2473472","post","type-post","status-publish","format-standard","hentry","category-consumer-communications","category-corporate-communications","category-employer-branding","category-pr-tips-trends","category-public-relations","category-reputation-management","tag-alessandra-malvermi","tag-brand-activism","tag-brand-awareness","tag-branding","tag-corporate-reputation","tag-online-reputation","tag-public-relations","tag-public-relations-strategy","tag-reputation-management","tag-sound-public-relations"],"acf":[],"yoast_head":"\nFrom Brand Purpose to Brand Activism: Time to Act - PRGN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/prgn.cullencommunications.ie\/es_es\/consumer-communications\/from-brand-purpose-to-brand-activism-time-to-act\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From Brand Purpose to Brand Activism: Time to Act - PRGN\" \/>\n<meta property=\"og:description\" content=\"\u201cBetween saying and doing there is the sea,\u201d says a well-known proverb. 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