Insights

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

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

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

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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

5 Reasons why purpose matters to employees

by Guusje Bendeler on Thursday March 29, 2018

We talk a lot about corporate values these days (think Uber, CVS and DICK’S Sporting Goods), and the need to know what an employer stands for. When our employer’s values are clearly stated and act.... READ MORE

Purpose-driven employees are your strongest brand ambassadors

by Guusje Bendeler on Tuesday January 23, 2018

You’ve probably read the proliferation of literature about the benefits of hiring purpose-driven employees, which can result in increased productivity, higher retention rates, and more effective col.... READ MORE

5 Hacks to activate purpose in the workplace

by Jonathan Hanwit on Friday January 12, 2018

It should come as no surprise that purpose - defined as your company’s aspirational reason for being beyond profit - plays a key role in the direction of your business on multiple levels. Purpose is.... READ MORE

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The benefits of a signature citizenship initiative-

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