Insights

The latest views and opinions on brand purpose, corporate citizenship, company culture, and storytelling from thinkPARALLAX.

How Purpose Can Help Alleviate Problems Faced by the Embattled Energy Industry

by Jonathan Hanwit on Monday July 2, 2018

When we think of a company’s purpose, we often acknowledge it as the company’s “why” – its reason for being in business beyond making a profit. While this is true, purpose is much more than .... READ MORE

The Outdoor Office: Integrating the Benefits of Nature into Our Workplaces

by Jonathan Hanwit on Monday July 2, 2018

The environmental sustainability community has approached a true “green” building standard through their LEED Certification program, nudging the construction industry in the direction of sustainab.... READ MORE

The Bright Side of the Brand - Going beyond “purpose” to build brighter brands and better businesses

by Tyler Wagner on Thursday May 31, 2018

The “brand purpose” bandwagon has become awfully crowded. And as more and more brands seek to capitalize on the opportunity to cast themselves in a more authentic, meaningful light, the language o.... READ MORE

The benefits of a signature citizenship initiative

by Jonathan Hanwit on Thursday May 3, 2018

A national organization recently approached thinkPARALLAX for strategic consultation on the development of a signature volunteer program. The company already has a strong foundation in place, with 34%.... READ MORE

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Earth to Starbucks: Racial bias is bigger than you

by Tyler Wagner on Thursday April 19, 2018

In response to the recent news that a Starbucks manager called 911 leading to the arrest of two black men in a Philadelphia location, Starbucks announced that they will be closing 8,000 US stores to c.... READ MORE

How purpose unlocks disruptive innovation

by Jonathan Hanwit on Thursday April 12, 2018

In today’s era of rapid innovation, companies of all sizes must constantly evolve in order to remain competitive. Disruptive innovation can happen to any industry at any time, so staying ahead of th.... READ MORE

Marketer’s adoption of brand purpose

by Jonathan Hanwit on Thursday April 5, 2018

Last week, I traveled to Dana Point, California to attend the ANA Brand Master conference, a 3-day event focused on marketing and advertising, with many sessions led by CMOs for national and multinati.... READ MORE

3 Approaches to building customer trust through transparency

by Jonathan Hanwit on Wednesday March 28, 2018

In February, KFC in the United Kingdom had a bit of an issue — they ran out of chicken. While the irony is almost comical, fried chicken lovers in Britain were outraged, and the internal stress KFC .... READ MORE

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How Purpose Can Help Alleviate Problems Faced by the Embattled Energy Industry-

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