8 August 2013

How to be good

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In the wake of recent scandals to hit brands, public demand for businesses to operate ethically, openly and shoulder to shoulder with society has intensified. Now new research shows which brands make the grade in consumers’ eyes.

Q&A: Jonathan Warburton, chairman, Warburtons

Also in this story: Ethical trading: How to be good What consumers say about ‘Triple G’ brands Marketing Week (MW): If you are profitable, why does it matter if your business is ‘good’ or not? Jonathan Warburton (JW): Our business has been going for well over a century. If you don’t behave in the appropriate […]

The truth is out there for online data

You article ‘Battle for web data moves to the ‘frictionless’ social log-in’ hits the nail on the head; when used correctly, identity can be the key to online consumer engagement for all brands. One of the greatest benefits of the social network era is access to declared first person data. From age to marital status, […]

Will future businesses becomes less structured?

Secret Marketer

Regular readers of this column will know that I am sceptical of the role of social media in a business environment. While I understand the role it can play in business to consumer communications, with the likes of TripAdvisor building a successful business off the back of it, I’m not convinced of its value in the business to business world.

How McDonald’s fell from employer hero to zero

Mark Ritson

Congratulations to McDonald’s which has managed to keep costs down and flexibility up by putting most of its staff on ‘zero-hour’ contracts. The contracts, widely condemned by unions and politicians, essentially involve an employee committing to an employer without getting any commitment in return. No long term contract, no guarantee of regular work and no standard hours or stability of income.

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