HELSINQI CREATIVE

Return on Integrity is the New Bottom Line

Thursday, 15 July 2010

At base, Integrity Marketing & Branding is perfectly intuitive, once businesses ditch the battlefield mentality for a vision of marketing as friendship, and the consumer as friend. Writing for Advertising Age in “Return on Integrity Is the New Bottom Line for Marketers,” Paul Klein observes:

Increasingly we decide what to buy in the same way that we choose our friends. The most important question is, “Can I really trust them?” According to Jeff Johnson from Kashi, “It’s no marketing secret that integrity plays a big role in how you go about forming relationships with consumers — and that translates indirectly to financial performance.”

Of course, old habits die hard and the pressure to stray into increasingly gray areas is great. The philosophy is intuitive. The challenge is implementation. (That’s why we built HELSINQI.) It helps to realize that Integrity isn’t just a feel-good choice; it has become a necessity. Notes Klein:

As we recover from a global financial crisis that was caused by decades of irresponsible business practices driven by a singular focus on the bottom line, businesses need to recognize that there is a return on integrity.

» Read the complete article

Thanks to Rich Bruer for tweeting the article.