by Silvia Vergani | Jan 16, 2020 | Corporate Communication
Some inspiring quotes by the “most influential PR figure of the 20th century”, as PRWeek celebrated him. Founder of Burson-Marsteller, Harold Burson passed away last week aged 98. If you had been a ‘Burson person’ once, you’ll remain a ‘Burson...
by Silvia Vergani | Dec 5, 2019 | Corporate Communication, Corporate Social Responsibility
Differently from Corporate Social Responsibility, corporate activism requires dissonance. It’s a challenging way to go, but some companies walk into it by standing for a cause.“We have a history of environmental and social commitment, but we acknowledged that...
by Silvia Vergani | Jul 9, 2019 | Corporate Communication, Corporate Social Responsibility
Purpose-driven companies have superior performance in the medium-long term, but they are sometimes pushed for bold decisions with relevant costs. In the 1960s about one company out of twenty ran the risk of being overwhelmed by technological, economical, social and...
by Silvia Vergani | Mar 28, 2019 | Corporate Communication, Corporate Social Responsibility
Mars refreshed it a few weeks ago, but Japanese firm Kongō Gumi mastered it about 1,440 years ago. A strong corporate purpose motivates employees, triggers customers, and favours long-term performance. Chosen as 2018 Marketing Word of the Year by US-based Association...
by Silvia Vergani | Jan 29, 2019 | Corporate Communication
We have little confidence in politicians and institutions, media and even NGOs. But we are more likely to trust our employer as a reliable source of information and knowledge Trust is good, doubt is better. In the last years we distanced ourselves from all...
