Brand strategy drives successful CSR.
Challenge
The digital and social networked revolution puts responsibility in the spotlight, increasing the costs and risks associated with bad behavior and poor policy. This has tremendous new implications for brand risk and reputation management, going beyond the traditional expertise of most marketing and marcom managers to include CRO and C-suite leadership.
The fact is, a commitment to powerful principles is useless in application if not informed by powerful first and second circle stakeholder research, insight and strategy. But narrowly relying upon on calls to altruism and emerging business case logic, focusing on compliance or operations rather than internal and external culture, and offering little brand-specific guidance regarding evolving and shifting values, has pressured CSR efforts to exist apart from core business mission, strategy and especially, the brand.
Solution
Archos offers a new way to maximize the value and impact of CSR by identifying, leveraging, and building alignment with the dynamic values, expectations, and behaviors of relevant stakeholders, and by integrating this in both external and internal action.
Using our proprietary approach, CSR strategy is developed and executed using a shift to brand-driven thinking and action. Smart brands know they are the focus of business awareness and action in the marketplace. By applying a suite of leading edge and proprietary tools, Archos aligns the values, expectations, and behaviors of companies, brands, and society specifically designed to serve both broader business and CSR-specific goals.
The Archos Approach
We work at the intersection of brand and CSR to provide the narratives and strategy that maximize sustainability for the business, the planet, and people.
Our methods, most of which we have created, include Four Ethical Types™ assessment, 6 Desires™ research with key first circle stakeholders, expert commentator inquiry, Dynamic Essence™, Culture BIP™ values and expectations inquiry, value mapping, stakeholder mapping, 3C Sustainability Action™ planning, Leadership Mastery™, culture embedding, facilitation and stewardship of product and program innovation and development, and working in concert with CSR implementation specialists and cross functional teams. Ultimately, we create brand narratives that focus and empower CSR, and work to see that they are embedded with internal and external stakeholders in powerful and pragmatic new ways.
The Archos Advantage
Business Logic
Management understands the fundamental contribution of brands to business value, and the risks inherent in damaged brands.
Familiar Framework
Management is familiar with the foundations of stakeholder research on behalf of brands.
Stakeholder Driven
Rather than imposing a top down, in-out, or expert-driven model, our work locates ground zero for CSR in stakeholder values, expectations, behaviors, and narrative.
Embeds a Culture of Responsibility
Powerful narratives, supported by powerful internal tools, work hard to embed a culture of responsibility, making CSR a reality, not an episode or greenwashing.
Sustainability Advantage
CSR itself becomes an expected source of sustainable competitive advantage, woven right into the fabric of business identity, innovation and ultimately brand relationships.