Brands lead from the top


With every organisation there are actions that have a disproportional effect on a brand. As you go up the tree in any company it’s the people at the top, the exec level that have this the opportunity to have such an effect on their companies brand. Mostly they focus on the material and financial effect they can have and so keep their comments to the business’s performance and opportunities.

But when they start to take on social issues as advocates for progress the halo benefit for the brand is considerable. I was again delighted to see Qantas CEO Alan Joyce use the platform his role grants to campaign for Marriage Equality. While there is obvious personal reasons for him to do so, the fact that he is supported by the board and shareholders of Qantas is a boon to the brand. That he is taking the lead from another, more and more, outspoken CEO: Apple’s Tim Cook highlights the value of being vocal about things you believe in and are aligned with the company’s values.

While many companies have solid triple bottom line credentials with community, social and environmental programs that align the business with a positive social attitude. It has perhaps become table stakes for businesses to be socially active. But when there isn’t a lot at stake, is the value to the brand diminished? It’s interesting that in a time when politics has become a zero sum game lead by blinkered ideals rather than values that this vacuum is filled by people who lead rather than poll.

Unsurprisingly, we’re a Yes Workplace. Get Yes Equality campaign resources here.

Derek Carroll

Derek is the Creative Partner at Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in creating beautiful, effective and unique brand identities that bring strategy to life and resonate with audiences. Derek has extensive experience developing consumer, business, community and government brands.
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