Leading in Context

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Foster Your Ethical Brand Reputation

Leading in Context

By Linda Fisher Thornton Connect Magazine invited me to weigh in on why ethical brand reputation is so important and how brands can build and foster stronger images.­ In this article I share practical advice on protecting ethical brands and five top leadership trends I see unfolding in 2020.

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Consumer Trends: 5 Things Brands Should Know

Leading in Context

The bottom line is that consumers continue to expect much more from brands than an honest and perfectly executed transaction. This week, I share a high level view of 5 key things brands should know to be successful in reaching responsible consumers.

Brand 250
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Aligning Strategy and Values

Leading in Context

By Linda Fisher Thornton Consumers are seeking brands that support well-being, sustainability and social justice, realizing that brands that care about these things are more likely to have the best interests of consumers and society at heart. Brands will be well served to assess their alignment between values, culture and strategy.

Strategy 310
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Building an Ethical Culture (Part 2)

Leading in Context

By Linda Fisher Thornton One of my favorite concepts for understanding how social media is changing the visibility of organizational culture is Trendwatching.com’s report Glass Box Brands. As Trendwatching.com eloquently explains, “In an age of radical transparency, your internal culture is your brand.”

Ethics 192
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Why Making Money Doesn’t Ensure Business Success

Leading in Context

Making profitability a top business goal without balancing that with adequate ethics awareness is extremely risky, and could lead to community backlash that ends up destroying your brand.

Ethics 232
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Fear Disrupts Human Development (And Ethics)

Leading in Context

By Linda Fisher Thornton Ethical leaders create fear-free work environments, which are foundational in building and maintaining ethical culture and protecting reputation and ethical brand value.

Ethics 386
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7 Reasons Ethics Matters in Brand Value

Leading in Context

Customers shop globally now, and when they buy, they compare products more and more often based on ethics. In addition to shopping cautiously during the recession when money is tight, there's also a trend toward thinking about how each purchase impacts the global community and the planet.

Ethics 231