Taking overall responsibility

Alex Blyth is quite right in stating that corporate social responsibility (CSR) is on the boardroom agenda (MW November 7). When speaking at a recent CIMA conference on risk, I witnessed the concern expressed by the finance directors of many of this country’s leading companies about the effect of social and ethical issues on shareholder value.

The key question remains: how to approach CSR? In my view, the most effective way is holistically – within the context of the whole company and recognising the impact that CSR has on a brand’s reputation.

Brands are the expression of the corporate value system, and as such the company’s reputation. They are the way people find meaning behind, or create a face for, major corporations. A brand no longer represents simply the end product or service; rather, it is the culmination of all aspects of the business from the sector the company operates in, to how and with whom it does business and the influence it can have.

Brand issues are moving beyond the remit of marketing and into the boardroom. Companies must address their brand-value strategies and align them with CSR policies, not only to protect their brand value, but also to create differentiation and competitive advantage. It is only by ensuring that corporate brand values are not just words – that they are defensible and actionable and that they guide policy – that corporate reputations in this age of CSR will remain intact.

Laura Haynes

Director

Appetite

London W1

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here