This article from Raconteur explores the fascinating (in my view anyway!) and elusive concept of 'brand integrity', including consideration of the role that CSR initiatives can play.
This is a growing issue for brands in today's world - consumers are becoming more 'woke', with trends showing that they are prepared to put their money where their mouth is. In this environment, a brand which is trusted and seen to have integrity will be an extraordinarily valuable asset.
It’s a problem that many companies are grappling with. Intangible assets are the dominant driver of long-term value creation in an interconnected, often service-based, world and yet the path to true brand integrity is anything but straightforward, particularly against a backdrop of political polarisation and the primacy of social media.