Social responsibility is an increasingly significant issue in the make-up of our leading corporations, but as firms want us to love them for the good they do, how do we assess the quality of their ethical programmes?
Well, that’s where ‘brand purpose’ comes in.
Brand purpose can be a vital tool for companies which are keen to follow through on stated ethical promises, to add meaning to what they do, and to connect with consumers on an emotional level and build trust. It can also be pretty handy when it comes to recruiting new staff; but more of that later.
Banner advertising has long been the established method by which digital publishers generate income – but an increased use of mobile, difficultly innovating the humble skyscraper, and growing customer ‘blindness’ to banners has led many to re-evaluate their approach and instead start experimenting with native ads.
Guardian News & Media is the latest publisher to jump aboard the native ads bandwagon. The Guardian is by no means the only newspaper looking for new and innovative ways to raise revenue (in fact, the Times has been has been involved with branded content for years), but even by its own forward-thinking standards, its move into native advertising is a compelling one.
The publisher has set up a branded content division – called Guardian Labs – with the aim of creating innovative marketing campaigns that can stretch its revenue stream beyond display ads.