Purpose and sustainability strategy: IKEA changes the way we live
Medinge Group study: What factors determine core purpose?
Medinge Group conducted a research study in January 2022 to identify companies around the world that are addressing social and environmental issues and surveyed senior executives at these companies. The goal of the management study was to find out how companies can do the right thing and be profitable in the process. This allowed us to better understand the role of corporate purpose, the influence of various stakeholders, the challenges of implementation, and the importance of brands with a conscience.
Our research has found that there are multiple ways to discover a brand’s core purpose, and that the drivers of an individual brand’s core purpose are highly dependent on corporate structure, stakeholder influence, and industry.
How companies can do the right thing and be profitable
Five influencing factors
People from across the company really want their company […] to be part of the solution to major global challenges.
Deeper insights into the Medinge Group
Immerse yourself in ID Sustainability Brand
MarkenPraxis Blog
The Brand Check: Harris vs. Trump
Together with a team of four brand and identity experts, we have taken a close look at the presidential candidates over the last few months – in the four election-deciding categories. Our brand check is a kaleidoscope of insights that shows who is the stronger brand. And what it really takes for Harris to win.
From CEO to crisis expert for people and technology: 3 questions for CEO Thorsten Logemann
The CEO of intersoft consulting services AG Thorsten Logemann summarizes the result of his identity development process as follows. “I have a clear compass for my content on LinkedIn. After a short time, I felt that my “identity” resonated with people.”
Combining several cultures in one Brand Identity
Developing and establishing a unifying DNA is a complex challenge, especially in globally active organizations. In this article, we show how different cultures can be brought together under one brand, by using the example of our client hep.