Transforming a brand into a socially responsible leader doesn’t happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values. The company must learn how to engage its consumers with authenticity and transparency, using social media to create a meaningful dialogue. Finally, it must beat back the forces resisting change, including opponents among shareholders and management fighting to preserve short-term rewards for themselves.
Read more in this article: the seven stages of evolution
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