glossary
greenwashing
Making a misleading claim about the environmental benefits of a product,
service, or company practice….
Read More
Goodvertising
Defined by Thomas Kolster as “creative advertising that cares” (Thames
& Hudson: 2012), it refer…
Read More
Fairwashing
When a company says it follows ethical standards related to the treatment of
its workers and the communit…
Read More
Resilience
The capacity to recover quickly from difficulties; toughness. Referring to
the brand, a resilient brand d…
Read More
Creactivism
An active approach to improve everyday conditions through creativity. The
perfect portmanteau of #Creativ…
Read More
Brand purposing
Defining what a company does – beyond making money – and why, allowing for
long term sustainable succ…
Read More
Purposeful Communication
To impact the thinking, attitudes or behaviours of people in some way. To
influence instead of only commu…
Read More
Purpose
An inspirational reason for being in order to make a universal and timeless
impact. “[Purpose] captures…
Read More