CSR and Brand Reputation

𝐋𝐄𝐀𝐃𝐄𝐑𝐒𝐇𝐈𝐏: 𝐓𝐡𝐞 𝐈𝐦𝐩𝐚𝐜𝐭 𝐨𝐟 𝐂𝐫𝐞𝐝𝐢𝐭 𝐆𝐢𝐯𝐢𝐧𝐠 𝐚𝐧𝐝 𝐂𝐥𝐚𝐢𝐦𝐢𝐧𝐠 Another leadership masterclass from Manchester City Football Club's head coach, Pep Guardiola, on giving credit to the players: "𝑌𝑜𝑢 𝑑𝑒𝑠𝑡𝑟𝑜𝑦𝑒𝑑 The Premier League 𝑡ℎ𝑖𝑠 𝑠𝑒𝑎𝑠𝑜𝑛. 𝐴𝑛𝑑 𝑡ℎ𝑒 𝑝𝑒𝑜𝑝𝑙𝑒 𝑠𝑡𝑎𝑟𝑡 𝑡𝑜 𝑠𝑎𝑦 𝑡ℎ𝑒 '𝑃𝑒𝑝 𝑇𝑒𝑎𝑚.' 𝑃𝑒𝑝, ℎ𝑜𝑤 ℎ𝑒 𝑖𝑠. 𝑅𝑖𝑔ℎ𝑡, 𝑙𝑒𝑓𝑡, 𝑙𝑒𝑓𝑡, 𝑟𝑖𝑔ℎ𝑡. 𝐼𝑛𝑠𝑖𝑑𝑒, 𝑜𝑢𝑡𝑠𝑖𝑑𝑒, 𝑙𝑎𝑦 𝑡ℎ𝑒 𝑝𝑖𝑡𝑐ℎ. 𝑂ℎ, ℎ𝑜𝑤 𝑔𝑜𝑜𝑑 ℎ𝑒 𝑖𝑠. 𝑃𝑒𝑝 𝑖𝑠 𝑡𝑜𝑝. 𝑁𝑜, 𝑛𝑜, 𝑛𝑜. 𝐴𝑙𝑙 𝑡ℎ𝑒 𝑡𝑖𝑚𝑒, 𝐼'𝑣𝑒 𝑠𝑎𝑖𝑑 𝑡ℎ𝑒 𝑠𝑎𝑚𝑒 𝑡ℎ𝑖𝑛𝑔. 𝐼𝑡'𝑠 𝑑𝑜𝑤𝑛 𝑡𝑜 𝑦𝑜𝑢. 𝑂𝑓 𝑐𝑜𝑢𝑟𝑠𝑒, 𝑤ℎ𝑒𝑛 𝑤𝑒 𝑟𝑒𝑎𝑑 𝑡ℎ𝑒 𝑚𝑒𝑑𝑖𝑎, 𝑝𝑟𝑒𝑠𝑠 𝑐𝑜𝑛𝑓𝑒𝑟𝑒𝑛𝑐𝑒 𝑎𝑛𝑑 𝑡ℎ𝑒 𝑝𝑒𝑜𝑝𝑙𝑒 𝑏𝑒𝑙𝑖𝑒𝑣𝑒 𝑖𝑡'𝑠 𝑡ℎ𝑒 𝑚𝑎𝑛𝑎𝑔𝑒𝑟. 𝑁𝑜, 𝑔𝑢𝑦𝑠, 𝑖𝑡'𝑠 𝑑𝑜𝑤𝑛 𝑡𝑜 𝑦𝑜𝑢. 𝑇ℎ𝑒 𝑓𝑜𝑜𝑡𝑏𝑎𝑙𝑙 𝑏𝑒𝑙𝑜𝑛𝑔𝑠 𝑡𝑜 𝑦𝑜𝑢." The extent to which leaders give or claim credit influences a variety of psychosocial constructs and behaviours: 4️⃣ 𝗕𝗲𝗻𝗲𝗳𝗶𝘁𝘀 𝗔𝘀𝘀𝗼𝗰𝗶𝗮𝘁𝗲𝗱 𝘄𝗶𝘁𝗵 𝗟𝗲𝗮𝗱𝗲𝗿𝘀' 𝗖𝗿𝗲𝗱𝗶𝘁 𝗚𝗶𝘃𝗶𝗻𝗴 1️⃣Builds trust (Zak et al., 2017) 2️⃣Promotes well-being (Hendriks et al., 2020) 3️⃣ Builds stronger relationships (Grant et al., 2009) 4️⃣ Enhances Performance (Dutton & Ashford, 1993) 5️⃣ 𝗗𝗲𝘁𝗿𝗶𝗺𝗲𝗻𝘁𝗮𝗹 𝗢𝘂𝘁𝗰𝗼𝗺𝗲𝘀 𝗼𝗳 𝗖𝗿𝗲𝗱𝗶𝘁 𝗖𝗹𝗮𝗶𝗺𝗶𝗻𝗴 Credit claiming occurs when an individual appropriates other people's contributions and exaggerates his or her role to impress people higher up within an organisation (Ellis et al., 2002). This can cause: 1️⃣ Anger (Chen et al., 2022) 2️⃣ Feelings of unfairness (Chen et al., 2022) 3️⃣ Decreased work engagement (Liao & Chang, 2004) 4️⃣ Decreased motivation (Arazy & Gellatly, 2012) 5️⃣ Negative attitudes towards work (Cropanzano et al., 2017) I am sure we have all experienced working with leaders who give or claim credit and how this made us feel. I know I have, and I remember feeling frustrated and angry towards an individual who regularly claimed credit for my hard work. As a coach or leader, it's important to be a credit 'giver' rather than a 'claimer.'

In which of these 2 scenarios, will a sales rep sell more blenders? a) She nails the demo, flawlessly blending a smoothie in front of potential customers b) Same exact pitch, but when she pours the smoothie, she spills it all over the table Dr. Richard Wiseman conducted this exact study. More people bought the blender when she made an absolute mess. This phenomenon is called the "other shoe effect." The underlying principle: We instinctively know people aren’t perfect. So when someone appears too polished in high-stakes moments—job interviews, pitches, first dates—part of our brain asks: “What are they hiding? When does the other shoe drop?” The longer someone appears flawless, the more suspicious we get. This creates a dangerous cycle: • You try to appear perfect in the first impression • The other person's brain gets increasingly distracted wondering about your hidden flaws • When your imperfection finally shows (and it will), it hits much harder than if you'd acknowledged it upfront I learned this the hard way. When I first wrote Captivate, I tried to sound like an academic. My editor called it out: “This doesn’t sound like you.” So I rewrote the intro to be me, very me in a vulnerable way: “Hi, I’m Vanessa. I’m a recovering awkward person.” That vulnerability built instant trust. By dropping my shoe early, I built trust immediately and let readers know they were in good company. This is also how I introduce myself in conversations, and I have noticed everyone laughs and relaxes when I say it. There are a couple situations where you can actively use this effect: • Job interviews: After sharing your strengths, say "One area I’m still growing in is public speaking—which is why this role excites me." • Investor pitches: After a strong open, confess: "One challenge we’re still working through is [X], and here’s how we’re tackling it." • Team meetings: Proactively raise project risks, then offer a solution. Don’t let others discover it first. Rules to remember: • Choose authentic vulnerabilities, not fake ones • Drop your shoe AFTER establishing competence, not before • Pair vulnerability with accountability - show how you're addressing it Remember: The goal isn't to appear perfect. It's to appear trustworthy. And trustworthy people acknowledge their imperfections before others have to discover them.

Sustainability marketing and sustainable marketing are often considered the same thing but they are not. As Paul Randle would often say in our workshops 'Sustainability marketing is dead!'. Sustainability marketing is communicating your company's wider sustainability plans. Sustainable marketing is embedding sustainability into every single aspect of your function from branding and strategy to tactics, governance, and most importantly how you define success. Sustainability marketing is very faddy and sits perfectly with marketing's obsessions with trends. It came in, everyone became obsessed with it and now people are saying does it really matter? Well, I can completely see why. Brands are being pulled across the embers left, right and centre for greenwashing, socialwashing, purposewashing, lacking sincerity, lacking authenticity, lacking integrity, and most importantly not being considered trustworthy. And why is this happening? Firstly you have marketing teams who do not understand sustainability and secondly, you have a marketing function that despite communicating sustainability plans, continues to use business-as-usual (BAU) channels, toolkits, branding strategies, and planning, etc which continues to lead to mass overconsumption, inadequacy marketing, funding of misinformation, ad fraud, driving debt up, driving suicide rates up, complete lack of contextual care when targeting customers, enormous operational carbon footprints and waste streams and a detrimental brainprint (to name but a few). These problems won't go away unless we properly embed sustainable marketing thinking. We need to not only communicate sustainability but we need to act, feel, be, do it as well. Taking this approach has its benefits as well, it will enable brands to: - Stay ahead of the legislation ramping up - Help companies hit their Scope 3 emission reduction targets - Offer a long-term competitive edge - Drive efficiencies up and thus saving costs - Deepen connections with customers I know I live and breathe this space but I really see no other option but to take the sustainable marketing route. It just makes business sense plus you will have a team that is fully engaged because they know they are no longer being part of the problem. #marketing #advertising #sustainabilitymarketing #sustainablemarketing

When I took on my role as Chief Corporate Citizenship Officer at PMI, I set a handful of parameters for myself and my team: 1. Don’t fall into the trap of arm’s-length checkbook philanthropy: One-off cash infusions can help nonprofits in the immediate term, but they don’t get at the issue of sustainable growth. 2. Focus, focus, focus: Diffusion is the enemy of progress. There are an endless number of worthy causes and charitable organizations, but our greatest impact will come from identifying a small number of causes that are intrinsically tied to our values and vision and making those causes priorities. (In our case, this is U.S. military veterans, women’s equity and empowerment, and hyperlocal activations.) 3. Empower—and learn from—those already in the trenches: We’re not going to dictate what happens at the community level. We’re here to listen and learn and find ways to support and expand the good works already underway. 4. Give a “hand up” instead of a handout: Band-Aid solutions may make us feel good in the short term, but they don’t get to the root problem. The cash infusions we give our community-based partners are meaningful, but their value grows exponentially when paired with our business expertise and insights. 5. Offer employees a chance to contribute to change: We polled PMI’s U.S. workforce earlier this year about our plans to support military veterans. An astonishing 97 percent of employees raised their hands to get involved. There’s a hunger out there for making a positive difference in local communities and the broader world. Find ways to connect your people to the issues that matter most to them. It turns out that this is the way the next generation of philanthropists is thinking about their impact as well. A recent article (I’ll share the link in comments) shares interesting insights into how our younger generations—millennials and Gen Z—are embracing a more comprehensive approach to philanthropy focused on measurable impact and deeper connections. They’re also showing a greater tolerance for the “long game,” willing to take risks in the short term to lay the groundwork for greater gains down the road. As the next generation of philanthropists takes the reins and starts investing more than money in the causes they care about, let’s make sure our organizations are prepared to do the same.

🤓Cocoon Vietnam’s Rise: The Power of CSR in Market Expansion & Brand Loyalty. The beauty industry, both globally and in Vietnam, is constantly evolving as consumers seek better quality and meaningful experiences. While product quality is a given, what really makes consumers trust and love a brand? What transforms a brand from a simple purchase into a lifestyle choice? And in a dynamic, fast-paced market like Vietnam, especially for young, value-driven consumers like Gen Z, what key approaches ensure lasting impact? Cocoon, a pioneer in vegan and cruelty-free beauty in Vietnam, has answered these questions by setting out a clear and purpose-driven philosophy, caring for consumers physically and emotionally, inside and out. This is where CSR becomes more than just responsibility, it becomes what brings products closer to consumers, fosters emotional connection, and reassures them they are making the right choices. ✅ Touch points matter - Cocoon boasts 2,000+ retail locations nationwide. ✅ Authenticity in CSR – Align social responsibility efforts with brand & personal identity to build deeper consumer trust.   ✅ Localized Market Approach – Integrate cultural traditions and regional ingredients to form strong emotional connections. (Dak Lak Coffee & Pomelo).   ✅ Sustainability as a Selling Point – Today’s eco-conscious consumers favor brands with transparent, long-term commitments to sustainability.    ✅ Community & Influencer Engagement – Collaborate with local influencers & communities to drive brand loyalty through interactive storytelling. (Cocoon x Suboi's 'Love Your Nature' campaign was a master class 😉) #CocoonVietnam #SustainableBeauty #CSRSuccess #EcoFriendly #VeganBeautyKindly #Vietnam Sources: Cocoon Vietnam - Live Green Every Day Program Cocoon Vietnam - Refill Stations at Guardian Cocoon Vegan Malaysia - Battery Recycling Program The Saigon Times - Cocoon Vietnam’s Sustainability Efforts Upbase - Market Analysis of Vietnam’s Cosmetics Industry Buzzmetrics - Love Your Nature CSR Campaign Award  

Many people underestimate how much credibility is built through one simple discipline: doing what you said you would do. A promise may sound small when it’s made, but it carries weight because someone else begins to rely on it. When we follow through, we don’t just complete a task. We show that our words can be trusted. That’s why walking your talk matters so deeply in leadership and in life. Trust rarely grows from big or loud statements. It grows from repeated evidence that people can count on us, even in the little things. The call we remember to make matters. So does the follow-up meeting we organize without a reminder. And the promise to a good friend to be there in difficult times may say more about us than we realize. Keeping a promise and walking our talk are among the strongest markers of trust and character.

This is the paradox of founder authenticity: You must be 100% confident in your direction, yet 100% vulnerable about your weaknesses. It's a tightrope walk that defines great leaders. Most founders get this wrong. They project unwavering certainty, hiding doubts. Or they overshare insecurities, eroding trust. Neither works — you need both confidence and vulnerability. Confidence isn't just saying "we'll succeed." It's showing how you'll navigate specific market challenges. It's having a clear plan for your next funding round. It's knowing your key metrics in real-time, anytime. Vulnerability isn't admitting defeat, but acknowledging that your product has flaws, but you're actively fixing them. It's sharing that you struggled with a recent hire, but here's how you're improving your process. In board meetings, confidently present your growth strategy, then openly discuss the execution challenges you're facing. During team all-hands, passionately share your vision, then admit where you need the team's help to fill your knowledge gaps. In customer calls, proudly showcase your product roadmap, then honestly address the features you're still developing. This balance transforms how you lead: → Turn "I don't know" into "I don't know yet, here's how we'll find out." → Replace "We can't fail" with "If we fail, here's how we'll learn and pivot." → Shift from "I have all the answers" to "I value your input." Remember: People don't follow perfect leaders. They follow authentic ones who balance unwavering vision with genuine humility.

I often think about the difference between being a funder and being a true partner. Through Cisco Social Impact Investments and the Cisco Foundation, we provide funding to organizations working at the forefront of social innovation. That support is critical, and we’re intentional about honoring its role. At the same time, we try to ask ourselves a broader question: how can we show up in ways that go beyond funding itself? Every nonprofit needs capital. But many also need access to technology, strategic guidance, specialized expertise, and networks that can help them scale and strengthen their work. We think about this as 1 + 1 = 3. Where it makes sense, we pair funding with technology. If the right infrastructure or stronger cybersecurity can accelerate impact, we lean in. We offer advisory support when it’s helpful, whether that’s thinking through growth, measurement, or long-term sustainability. If a partner needs highly specialized expertise, such as a cybersecurity assessment or a refined fundraising strategy, we tap into our ecosystem to connect them with the right people. Sometimes the value we can add is simple but meaningful. Hosting a partner at our offices so they can convene without additional expense. Presenting together at conferences to amplify their voice. Making introductions that create new opportunities. I believe this is where corporate philanthropy becomes most effective. Every company has assets beyond funding: talent, technology, relationships, credibility. The question is not just how much we give. It’s how intentionally we bring the full enterprise to the table. Because funding matters. But the multiplier often comes from everything around it.

Big brands have a lot to learn about building community from this small East London shop. If you follow me you know I’m obsessed with pinpointing the places, moments and margins where culture appears, often outside the mainstream. Waste! is an independent store in Hackney specialising in handmade, self-published and DIY artist products that also serves as a meetup for makers and fans of the niche and novel. Big brands can spend millions chasing community. Yet genuine bonds form in the unlikeliest corners. By giving people a place to belong and a stake in the story, you can create evangelists rather than consumers. Here’s some of the playbook: → Look beyond the obvious Which subculture have you never visited? Find the one that aligns with your brand values and surprise them with an IRL activation made just for them. → Host micro-experiences Think smaller than a giant pop-up. Small scale means deeper conversations, stronger friendships and stories that spread far beyond the room. → Invite people behind the scenes Jack and Roydon modelled the shop on their childhood bedrooms. Everything feels handpicked and personal. → Celebrate genuine connections At Waste! customers aren’t just buying things. They swap ideas, share projects and spark new collaborations. Create spaces online or offline where people can connect, chill and feel like insiders. → Reinvest in your community Every penny from sales goes back into buying more stock from friends and local artists. That reinvestment shows you care about real people not just profit margins. → Turn every interaction into a collectible moment Limited-edition patches, secret passwords, custom playlists or tiny zines tie physical mementos to emotional experiences. Superfans will wear, share and trade these badges of honour. → Measure passion not just reach Track repeat attendees, social shout-outs from community insiders and user-generated content. A hundred truly engaged superfans create more long-term value than ten thousand casual followers. Sometimes the best way to build real community is the scrappy, DIY, heartfelt route ✌️💚

𝗪𝗵𝗲𝗻 𝗩𝘂𝗹𝗻𝗲𝗿𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗪𝗮𝗹𝗸𝗲𝗱 𝗶𝗻𝘁𝗼 𝘁𝗵𝗲 𝗕𝗼𝗮𝗿𝗱𝗿𝗼𝗼𝗺 The leadership team sat around the table — tension thick, uncertainty heavier. The organization was in flux, navigating multiple transformations and an AI wave that felt endless. Silence can be the loudest sound in a room full of leaders. Then the CEO stood up and said quietly, “I’ll be honest. I’m feeling overwhelmed by everything that’s changing. I’m trying to stay ahead, but it’s hard. I need your help.” For a moment, no one spoke. Then one leader said, “Thank you for saying that. I’ve been feeling the same.” Another added, “It’s reassuring to know I’m not alone in this.” Soon, voices filled the room — not with stress, but solidarity. The HR leader promised full partnership through the transition. Someone whispered, “If we’re in it together, we’ll make it work.” That day, pressure turned into partnership. Because one leader chose to be real, not perfect. 𝗪𝗵𝗮𝘁 𝗩𝘂𝗹𝗻𝗲𝗿𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗧𝗿𝘂𝗹𝘆 𝗜𝘀 Vulnerability isn’t weakness — it’s emotional honesty. It’s the strength to show up as you are, not as the image leadership demands. When leaders reveal their humanity, they give others permission to do the same — building psychological safety and collective courage. 📊 Harvard Business Review notes that leaders who show vulnerability inspire trust and team resilience. Gallup finds that when people feel safe to be authentic, they’re 4.5× more engaged. 𝗞𝗲𝘆 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀 1.Vulnerability builds bridges, not walls. It transforms fear into shared strength. 2.Transparency creates trust. Admitting uncertainty invites collaboration. 3. Real strength lies in truth. Perfection isolates, honesty connects. 𝗥𝗲𝗳𝗹𝗲𝗰𝘁𝗶𝗼𝗻 𝗣𝗿𝗼𝗺𝗽𝘁𝘀 𝗳𝗼𝗿 𝗟𝗲𝗮𝗱𝗲𝗿𝘀 1.When was the last time you said, “I don’t know” — and let your team step in? 2.What truth are you hiding in the name of “being strong”? 3. How might your openness model courage for your team? 𝗕𝗿𝗶𝗻𝗴𝗶𝗻𝗴 𝗜𝘁 𝗕𝗮𝗰𝗸 𝘁𝗼 𝗧𝗲𝗮𝗺 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 Vulnerability is the heartbeat of trust. It doesn’t make people follow you out of sympathy — it makes them walk beside you with confidence. As we continue 𝑻𝒉𝒆 𝑰𝒏𝒏𝒆𝒓 𝑬𝒅𝒈𝒆: Team Leadership Series, we’ll explore how authenticity, listening, and empathy shape stronger teams and braver leaders. 📩 Subscribe to 𝑻𝒉𝒆 𝑰𝒏𝒏𝒆𝒓 𝑬𝒅𝒈𝒆 for one thoughtful reflection each month — real stories, practical insights, no noise. 💬 What’s one moment of vulnerability that changed how your team worked together? #TheInnerEdge #TeamLeadership #Vulnerability #AuthenticLeadership #ReflectiveGrowth #QuietPower #InnerWorkOuterImpact #HR