Is how firms are remembered.
At the end of a good strategy properly executed are results. What makes a company stand the test of time is what it does with these results. Like J.D Rockefeller who believed expansion to be the key to business success, some decide to focus solely on growth. Other companies in similar fashion diversify into new products, services and markets.
Thing is, it takes more than financial profit to stay in business. Good will generated from honest word of mouth is crucial to business success as it leverages our primary need to connect. So, major investments are made in advertising, branding and the company’s image in general. Then there are charity events and strategic contributions – “giving back” to society.
Pure advertising is when giving back is headline news. Deliberate. Strategically placed in the media so that we know all the good being done. And people know when they’re being conned. And they react in ways unexpected. They just won’t be too confident sharing the news about your great brand.
But there is a higher kind of giving. Giving back in ways unknown to the media. Giving in ways only the beneficiaries would know about.
Simple acts of kindness. Everyday