REGGIE Award Winner David Baldwin Explores the Ins and Outs of Purpose Marketing
David Baldwin (pictured above) is Co-Founder of Ponysaurus Brewing Co., and CEO of Baldwin&. He will be a speaker at the ANA Brand Activation & Creativity Conference, a virtual event to be held Sept. 12-13. ANA Senior Director, Brand & Media, John Paquin recently sat down with David for a pre-conference interview.
Re-Thinking Purpose
Ipsos publishes an award-winning strategic foresight magazine called What the Future. Matt Carmichel, What the Future editor and head of the Ipsos Trends & Foresight Lab, recently spoke to me for an article about purpose, which this post is built on.
The FQ Panel at SXSW: Aligning Corporate Purpose with Marketing Success
Having a corporate purpose is not a new idea -- but how corporations align that purpose with their marketing messages is still a struggle. The value and importance of aligning brand equity to a clearly defined purpose was one of 31 panel discussions organized by The Female Quotient (FQ) at South by Southwest (SXSW).
Internet Evolution: Eight Digital Marketing Insights for 2023
Having started my marketing career working alongside the founder of Hotmail, and shortly after, as part of the Musicmatch team that launched the first Internet radio station, first 99 cent downloads and the first iPod for windows, you could say I’ve had a front row seat to the Internet’s birth -- and having launched and scaled many successful startups since -- also, its evolution. One thing that’s struck me over the years is how so many of the Internet’s biggest entities have been, and are now, entirely tied to information and communications. Google and Apple, through their respective innovations, have completely altered how we gather, store and share information. Meta, TikTok, Pinterest, Twitter and more are creative playgrounds where we gather real time data, inspiration and knowledge.
A New ESG (Employees, Society, Government)
ESG has been important to companies and to investors, though recently there has been some blowback from certain segments of the market on whether it is a feel-good, hard to measure, share-holder unfriendly and fuzzy goal. This piece proposes that while it remains important, a new ESG which is far more focused and therefore measurable, far more aligned with stakeholder value and far more resonant with recent challenges needs to be acknowledged.
Is Solutions Journalism the Future of Media News?
Once upon a time I had a physical newsletter that was subscribed to by media giants, like many of my readers today. In one of my first print issues, I began a theme that would recur frequently in my writings from that point on, the idea that media news spends all of its time on the bad news, and that it would be good for the world and for sponsors to be involved with news that sought to also cover the solution directions being explored.
Priming the Pump for Sustainable Retailing -- Publicis
Sustainability continues to not only be a major contributing factor to consumer purchasing behavior but a critical step towards lowering our carbon footprint for stabilizing planet-wide climate upheaval. There are many factors that go into retail sustainability, spanning the entire supply chain and every facet of production, from packaging to shipping to returns, all the way to the composition of physical and digital storefronts. Several retailers and direct-to-consumer (DTC) brands have emphasized various components of this as they pitch their wares to consumers, but far fewer have considered the entire ecosystem. As consumers become more vocal about where they spend their money, brands and retailers will inevitably need to focus efforts that emphasize their actions on environmental considerations as a core tenet of their business model.
Samsung Opens CES Keynote with Strong Sustainability Message
Each year, CES opens with a pre-show keynote that are reflective of the times. The honor of this spotlight, which is truly the most prestigious of all the keynotes, is determined by which technology and which companies are leaders of the moment. For many years it was Bill Gates and Microsoft that would open CES. There have been years when Intel, Verizon or General Motors would step up to the stage. In the past decade, Samsung has been chosen to set the tone on multiple occasions.
