The dizzying pace of brands suddenly realizing there’s a troubled world outside, and that they have an obligation to do something positive about it, has taken a stunning turn: “WEST HARTFORD, Conn. …

In one of our recent Medium articles, we applauded the new Statement on the Purpose of a Corporation made by the Business Roundtable (BR), a group of CEOs from some of the country’s largest corporations, which removed “shareholders” from the top billing and handed it to “stakeholders.” This inclusive move…

In what appears to be a repudiation (at least in part) of corporate orthodoxy going all the way back to the 1970s, the Business Roundtable, a group of CEOs from some of the country’s largest corporations, has released a new statement that demotes “delivering shareholder value” from the marquee and…

As we advise our clients, a company can be a huge success and be neither a pleasant place to work nor contribute to the sustainability of people and our planet. This approach to business is akin to cancer: a success story until the host organism succumbs. The pursuit of greed…

Brands pin their survival on quality leadership. To maintain a position of influence in The Relevance Economy, business leaders need to learn how to operationalize their brand. This is why we always ask our clients if they “live the brand,” for which the answer is almost reflexively “Yes!” before we…

Brands, like ghosts, intangibly shape our psyche. Imagine a scenario from your childhood of telling ghost stories around a fire. When it came time to leave the circle of light, didn’t those ghosts seem more real than ever as you walked back to your tent? Didn’t something just move in…

Brand has become much more than just a marketing function. As organized, top-down morality loses influence, brands are stepping in to fill the void — and consumers are listening. We now live in what we at Chromium call The Relevance Economy, where people in the developed world are increasingly sensitive…