Our job, as the CMO, the keeper of corporate reputation, is to pursue a “Return on Responsibility” model that both holds our firm to a clear “glass house” discipline and communicates our trustworthy journey to true corporate responsibility. Transparency and Trustability (thanks Peppers and Rogers) are the real goals for the overused “Authenticity” mantra. We can be the corporate leaders in both strategic direction and reputational value…more than any other member of the “C” suite.

I believe that we all want our Corporate Social Responsibility programs to be real. Profitability increases when any firm’s competitive advantage improves.

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