Philosophy
The corporate brand is increasingly seen as a critical aspect of any organisation’s success. Yet remaining relevant and interesting both internally and externally is a perpetual challenge.
Simon Milton founded Pulse in 2002, recognising that it is how organisations behave that really matters. The role of the corporate brand needs to be elevated. Finding authentic connections rather than using spin; creating visions rather than painting by numbers; doing real good rather than CSR marketing; gaining internal buy-in rather than passive acceptance; generating real stakeholder engagement rather than one way communication.
In the digital age, companies have lost the exclusive power to control their customer relationships. Customers now define how an organization is perceived. So companies have to understand, open up and engage with customers like never before. This is no longer simply the preserve of the marketing department. Living the brand purposefully is more important than ever.
Eight years on, according to a recent study by the Economist Intelligence Unit1 , almost half of the senior executives interviewed around the world felt that leaving the PR team to handle stakeholders would be a mistake. The thinking pioneered by Pulse is being vindicated.