MostContagious2012.pdf - Contagious Magazine

Fleishman-Hillard / Introduction
By Dave Senay
You’re about to read remarkable stories about people and brands that are pushing
the boundaries of creativity and innovation. How branding is reinventing itself to
meet real human needs, delivering tools and services that truly improve our lives,
how social media is morphing into social business. And that’s just for starters.
Most Contagious is about the structure, nature and purpose of business itself,
and incorporates society as a whole. Creativity is breaking out of the confinements
of communications and marketing to the bigger, deeper role it needs to play in the
transformation of our organisations and society.
Businesses are rising and crashing faster than ever. We see this in the collapse
of the boundaries that used to separate public relations from marketing, reputation
management from brand marketing. These labels seem so irrelevant today. Your
brand is your reputation. Your reputation is your behaviour. How you are is who
you are.
This means our organisations must become exceptionally clear and aligned around
their core values, purpose and character. So we must communicate and behave in
a manner that is consistent with our beliefs. Businesses must define and know their
purpose and ensure that any marketing communication aligns with that. ‘Consumers’
need to be treated as people and provided with genuinely useful tools and services.
We need to look beyond the value of their latest transaction, towards building
lasting relationships.
Most Contagious will provide you with the inspiration. The next step is to channel
that into actions that make a difference. Over to you.
Dave Senay, President and CEO of Fleishman-Hillard
Most Contagious, in partnership with Fleishman-Hillard
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