Corporate-Social Responsibility

Brand authentication: Keeping it real in the Digital Age

By DAVID CHAUVIN // In theory, being authentic should be easy. How hard can it be to be yourself – the one person you know better than anyone? Unfortunately, marketing history is full of stories of otherwise-sound brands misunderstanding themselves or the customer relationships – time and time and time again. In search of advertising buzz, a brand refresh or the ever-elusive viral marketing campaign, marketers will often lose sight of what draws people to…


Trust fading, brand reps bank on Social Responsibility

By DAVID CHAUVIN // For a professional communicator, nothing is more important than trust. Have it, and your message can be powerful and effective; lose it, and, well, your career might be over. But it’s not that simple. Trust – specifically, how to maintain it – is a complicated subject in 2019. Our country is characterized by a stubborn, entrenched polarization that encourages us to label any media outlet, personality or influencer espousing different viewpoints…