Sussex Innovation’s Post

New Study: What is doing good? Today we released our second edition of 'The Good Study', in partnership with UTS Business School & Zenith Media Australia. From brand activism to social impact, the potential for brands to positively change the world has dominated corporate discourse in recent years, reflecting evolving expectations that consumers have of businesses and brands. However the topic is increasingly mired with complexity and confusion, particularly given how polarised society has become. To learn more about how Aussies want brands to do good today, download a copy of ‘The 2024 Good Study’ below. https://lnkd.in/g6UTc7Gj

"The rules that previously constrained branding as a discipline have fallen by the wayside, and the challenge now is for brands to find an authentic voice defined by the rules of culture." Our Joint CEO and Partner Adam Byars's insightful take on how culture and authenticity will build brand meaning in 2024. Read the full article: https://lnkd.in/djFP6uUK #BizTrends #2024trends #brandbuilding #makeitmeansomething

📢 Brand Activism: Power and Limits in Marketing and Politics In an era where the lines between politics and marketing continue to blur, many brands have taken a stand on social, environmental, and political issues to reflect the values of their consumers. Discover more about "brand activism", one of the most utilized communication strategies today. But, how effective is it and what are the risks associated with this trend? Explore the concept, its successes, and possible pitfalls in our latest blog post. Read more: https://ift.tt/1aZ7PqN

How do you go about tweaking and representing one of the world's most famous, universal, and aspirational brands without offending traditionalists yet at the same time appealing to an emerging, much-needed, much differently wired younger audiences, in conjunction with one of the most passionately protected brands in history? The answer to this complex challenge lies in a cautious, clever, and skilful approach. Because a project that the entire planet will see must be executed with the utmost precision and expertise. This week's insight piece investigates the intricate art of evolving the Olympic Brand to resonate with a new generation while honouring its heritage. https://lnkd.in/g5BuTzrV #article #iconicbrands #brandstrategy #brandidentity #brandstrategy #brandbuilding #brandrecognition #brandstory #olympicbranding

Something exciting is on the horizon... Shining a light on brilliant Irish brands is exactly what I love doing most; Telling brand stories that bring their uniqueness into sharp focus; Developing bright ideas to deliver for the brands I work with; Illuminating the path to brand success; Providing a beacon of positivity and possibility; Guiding emerging brands to greatness. Can you see a theme developing? ... #newbusiness #lighthousemarketing #comingsoon

Curious about brand activism and its impact? Check out our "Complete Guide to Brand Activism" to see how brands are using their influence for positive change. Discover: ✔ What brand activism is and why it matters. ✔ Inspiring examples of successful campaigns. ✔ Practical steps to integrate activism into your brand strategy. Join the movement for a better future through brand activism! https://lnkd.in/ggCZ94zA #3tierlogic #PLATFORM³ #LoyaltyPrograms #PromotionalProgram #RewardShoppers #BrandActivism #SocialImpact #BrandStrategy #MarketingStrategy

Great article from Mr Duru

What does brand purpose really mean in 2024? Leading marketers define brand purpose, and explain how they approach and measure their brand’s cultural relevance. 📊 https://hubs.la/Q02wSCzg0

Brands are increasingly being viewed through the lens of politics. Our latest Edelman Trust Barometer report on Brands finds that 8 in 10 view brands as acting in political ways. They want brands to have a clear view on the big issues of the day, and will support - and defend - brands which reflect their views and values. Read more about how the issues of the day shape the way people relate to your brand here: https://edl.mn/3xfHCNg

These 2024 #MarketingTrends highlight a shift towards authenticity. inclusivity, and environmental responsibility, reshaping how brands engage with consumers and society.