posted by Teresa Coles Sep 23,2015 @ 05:11PM

The social company as bedrock for success

Open any business book or magazine these days, and you’re likely to encounter narrative around the benefits of being a “social” company. In fact, there are no less than 131,960 book results on Amazon under this exact heading.

What's that all about? And how could there possibly be this much fodder around the concept? Corporate social responsibility and the use of social media appear to have grabbed the microphone on this issue, given the prolific conversations in each of these two spaces.


The path of corporate social responsibility

Corporate social responsibility has made its way from a self-regulatory construct for major corporations in the 1960s to an element of the “triple bottom line” in the 1990s. Practices include a wide range of endeavors, from environmental sustainability and product innovation to skills-based employee volunteerism and corporate philanthropy. In 2011, the concept of corporate social responsibility was identified as a driver to creating shared value (CSV) by Michael Porter of Harvard Business School fame. This advanced model seeks to link economic and societal factors through conscious decisions that:

  • Identify unmet human needs.
  • Inform new products and services.
  • Optimize productivity in the value chain.
  • Build economic development clusters.

Social media, the great connector

The skilled use of social media has been credited as a catalyst on a seemingly endless list of strategic corporate objectives: trend and product launches; long-term brand influence; short-term sales; customer service; venture capital; crisis management; recruiting, and many other areas. While there’s no denying the impact of social media on these business imperatives, some thought leaders contend that the deification of social media can sometimes become a crutch for corporate leadership and effective decision-making.

 Which brings us to the third — and I submit, most meaningful — definition of what it means to be a social company.


Social core, social company, social brand

Social companies are those in which culture, products and services are in complete alignment with the organization’s purpose, vision and mission. These corporate beliefs impact everything in the company, starting with internal behavioral systems. For example, employees in social companies behave in a way that is highly collaborative, self-sacrificing and committed to group interests. Employees in companies that are more transactional — as opposed to social — typically are less collaborative and guided by their own self-interests.

The business world has become familiar with the characteristics of social companies through the work of leading authors such as Jim Collins, Seth Godin, Stephen Covey, Terrence Deal and others. They’ve exposed us to the social infrastructure that has defined success for companies such as Amazon, Google, UPS, Hewlett Packard, Southwest Airlines, IKEA, Trader Joe’s and many others. Their research has yielded data that clearly connects social companies to higher performance levels; one study indicates that social companies consistently perform at three times the Standard & Poor’s average.

Social companies achieve this kind of outward, quantifiable success by connecting their cultural expectations to exceptional product and service delivery systems, then bringing those to market through highly authentic brand marketing. There’s no question that the Patagonia brand is a direct reflection of Patagonia, the social company. Newer companies like Warby Parker and Harry’s are bringing fresh interpretations of what it means to be a social company, and their performance is there to back it up.


Size does not make social

Being a social company is in no way restricted to Fortune 500 corporations or national retailers. Any company — no matter the size or type of market — can apply the principles of social business. All it takes is the willingness to stop and consider three important whys:

  • Why your company really exists.
  • Why defining your belief structure is important.
  • Why the way you deliver your product and service is key.

Understanding these three concepts paves the way to an effective internal culture and an external brand that resonates with the market.

I believe American business is on the precipice of creating more value for humankind than ever before. As a marketer, it’s my great pleasure to work with companies that realize this and are building cultural and operational systems that support it. The social company knows its core, nurtures it and demonstrates it in the market. Executed well, success is the only outcome.


This post originally appeared as a column in Columbia Regional Business Report.

posted by Cathy Monetti Apr 02,2015 @ 04:12AM

Five Lessons of Great Leaders

I've spent a lot of time lately thinking about leadership. It's not something that's on my mind, typically; there's entirely too much work to be done to sit around dissecting and diagramming such a thing. But when I was invited to speak to a group of government leaders about how to be an inspired leader in difficult times--I knew I had some soul searching to do.

What on earth do I have to say on this topic? It was a valid question. Not so long ago (ha) I was a young entrepreneur doing the best I could to balance the demands of a growing business with the responsibilities of being a single mother. As a result little Eliza spent many weekends and holidays with me at the office. (It did not bring her joy.) Early one Saturday I parked her at the receptionist's desk where she prayed the phone would ring and she would get to answer it: "C.C.Rigg’s! This is Eliza! How may I help you?"

It never happened. So on this day I loaded her up with paper and pencils and colored markers and tape and gave her all sorts of instructions about things she might do. Then I went to my office and commenced to cleaning out files.

Sensing her dissatisfaction, I picked up the phone, buzzed the reception desk, and in my most professional voice said into the intercom, "Eliza, this is Miss Cathy. Would you please go to the refrigerator and get a Diet Coke, put it in a koozie and bring it to me?" Diet Coke delivered, my tiny receptionist returned to her desk and within 15 seconds my telephone intercom buzzed.

"Cathy," said this little five-year-old voice. "Would you please go to the refrigerator and get a Sprite, put it in a koozie and bring it to me?"

"Honey," I said, now in my Mom voice. "I'm the boss and you're the worker. That means you do things for me."

"Humph," she said, hanging up the receiver.

When the day was done we drove straight to her favorite restaurant where we parked catacorner in the Sonic drive-in and she made the big move to sit in the front seat, with me. "Let's play TEENAGERS!" she said. And so I turned to her and asked in my best teenager voice, "So Eliza, what have you been up to?"

"I've just been working at the hospital," she said.

"The hospital!" I said, surprised. "When did you start working at the hospital? The last time we talked you were working at an advertising agency!"

"I was," she said. "But there was this lady there, and all she did was boss me around, so I quit."


Thankfully, I spent the next 25 years in the company of some pretty remarkable leaders, many of whom were my clients. I do my best to pay attention, to go beneath the surface of things, and so as I thought through it, I realized they all have some things in common. Following is a greatly abbreviated overview.



Have you seen Simon Sinek’s TED talk HOW GREAT LEADERS INSPIRE ACTION? “People don’t buy what you do they buy why you do it,” he says of great brands and companies. I believe Sinek is onto something important and revolutionary. I know it’s true in marketing and branding. But I believe it’s also true when it comes to us as individuals, as human beings, as leaders.

Do you know your WHY? Do you know what drives you? Do you know what you value? Do you know what you believe?


They inspire rather than command—they tell us what they believe, not what should be done.


Soul to soul. Heart to heart. THE REAL ME SEES THE REAL YOU. This matters because as human beings, what we want most is to be seen, heard and validated.


They identify the right problems. Then they get to the why.


They create and foster an environment in which people feel safe—not only with regard to "management," but also co-workers. They do this by knowing their convictions (see #1 and #2 above) and standing for them, on behalf of the people they lead.


There is much more to say about each, including wonderful examples from people I greatly respect. I think I'll spend some time in this space doing just that. But for now, I'd love to hear your perspective. Comment or send an email to I'd love to hear from you.

posted by Kelly Davis Sep 25,2014 @ 11:43AM

The Power of a Smile

“Thank you,” she said to me as she sat on the steps, caressing her sore jaw.

“Me?” I said, turning to be sure she wasn’t talking to someone behind me, someone far more worthy of appreciation. “Oh, I’m just here to work with the media today.”

“Doesn’t matter,” she said, as her eyes welled with tears. “Every person here made this possible. I can’t thank you enough.”

This was the unexpected exchange I had with a woman at the South Carolina Dental Association’s Dental Access Days, a two-day free dental clinic that was held last month in Rock Hill, SC and sponsored by our client, Delta Dental.

Dental Access Days brought together 300 dental professionals from all over South Carolina, aided by more than 700 volunteers from the Rock Hill area, to deliver more than $1.2 million in dental services to more than 1,400 adults.

When I arrived at First Baptist Church Rock Hill that morning at 5:00 a.m., there was already a long line of people waiting outside. This line of 250 individuals had been pre-screened the day before and had already obtained a color-coded wristband that designated the type of dental procedure they were to receive.

Working with reporters on this side of the building for more than an hour, it wasn’t until mid-morning that I realized the “bigger” line was on the opposite side of the building. That line contained more than 750 people who had just shown up that morning, hoping to have a long-awaited dental procedure performed.

Many of these folks have been in pain for years. None of them have dental insurance. Many of them are out of work, or between jobs, or retired. Or their job doesn’t pay enough, and they have to decide between putting food on the table or getting a tooth pulled.


Dental students from the Medical University of South Carolina perform professional cleanings on patients. Dental students from the Medical University of South Carolina perform professional cleanings on patients.

Whether they needed an extraction, a filling or a professional cleaning, it was worth it to them to wait in the dark, and eventually into the heat of the day, and in the rain, in the hopes of receiving care that they currently can’t afford.

It was a powerful scene, and one that became even more so as I moved inside to observe the church sanctuary/multipurpose room that had been converted into a full surgical theater. Rows and rows of dental chairs and equipment waited for the hundreds of patients, many of whom had driven long distances with high hopes that they would be able to get through the line before it was cut off.

The best vantage point was the stage at the front of the room, from which TV reporters and photographers set up their equipment to try and capture the sheer magnitude of the event. Everywhere you looked, you saw dentists, periodontists, oral surgeons, endodontists, dental hygienists, assistants and dental students as they worked patiently but swiftly to treat each patient, and then quickly move to the next one.


The view of Dental Access Days from the stage. The view of Dental Access Days from the stage.

And here I was, the PR person whose job was to greet and escort members of the media and local dignitaries. I felt an incredible responsibility to tell the story of the dental professionals who so selflessly gave of their time and expertise to help so many strangers, as well as preserving the dignity of patients while capturing and sharing their powerful personal stories.

In addition to the woman who greeted me on the steps, throughout the day I observed patients crying tears of gratitude, hugging “their” dentist as they completed their procedures, and even taking photos with the person who had pulled their teeth!

Most people probably underestimate the value of a smile, but as one of the event organizers pointed out to me, a healthy smile can greatly increase someone’s self esteem, giving them the added confidence they need to go on a job interview or to otherwise get involved in their community.

“It’s not just about the dental work,” he said to me. “It’s about giving people their smile back, and helping them become contributing members of society.”

Including this year, Dental Access Days has provided more than 8,900 adults with $4.5 million in free dental care since the event’s inception in 2009. Delta Dental has a social mission to improve oral health in the communities they serve. Learn more at

posted by Cathy Monetti Jul 30,2014 @ 11:31AM

How One Brand Ignited A Spanish Revolution

I have just returned from a life list vacation. Four days in Barcelona, four days in Madrid, four days in Valencia. I was overwhelmed with the immersion in history a trip like that provides; it's simply impossible to wrap your head around tour-guide comments like during the Roman Empire and in the 8th century, after the Moor conquest. And yet history was there, in crumbling city walls and decaying columns and guarding gargoyles of every attitude and style. It was there—not a homework paragraph in a World History book, but carved in stones you could reach out and touch, rubbing your hands along the ancient surfaces.


intheoldcity one of a thousand streets in the ancient city of Barcelona


There is this aged history you see and feel and know in all three of the cities we visited. What I found surprising—and, quite frankly jarring—is the contrast between this history and a distinctly 20th century art form wildly prolific there.




Graffiti. Graffiti is everywhere. Graffiti is so profuse in these cities and along the rails as you travel by train it overwhelms the senses and seems to somehow leave Spain's remarkable beauty in shadow.


When I first arrived in Barcelona, I made my way through the city thinking: Obviously the Spanish embrace graffiti as art. What a great example of the wonderful, easy-going European attitude! But it didn't take long until a growing irritation began to color my thoughts.

How on earth did they let it go this far?





Here's what I have learned.

  • In Spain, graffiti is illegal and considered vandalism.
  • The graffiti movement is a counter-cultural revolution that began in the first years of Spain's transition from a dictatorship to a democracy during the early 80s. According to Skate and Urban Street Culture Barcelona, "Young people began to write their names everywhere, on walls in the street, in the metro, wherever. The materials they used were from a view of nowadays rather rudimentary. Among them were 'Edding' felt-tips, shoe polishes and paint sprays. Also they made their own utensils, adapting for example pens with a wider tip using gasoline burners to create this effect or they prepared the nozzles of the sprays to achieve a wider marking style. During this time it was more common to steal the equipment from big warehouses, car shops or stationers. Today there are still some artists remaining that practice this kind of style."
  • "The art form changed" in 1994 when a new type of paint spray can was developed specifically for graffiti writers and introduced by a company called Montana Colors.

According to the Montana Colors website:

In the early '90s, graffiti was considered, by all of the American and European spray paint companies, to merely be an act of vandalism. It was of no interest to any of the companies, because it wasn't yet considered to be profitable. At that time, the discovery of this passionate cultural revolution was what propelled the founders of Montana Colors to lay the groundwork for the creation of the first spray paint made especially for graffiti and, in that way, fill that hole in the market.

Today, Montana Colors is a major brand. Again from the website:

All brands have a path and a record in history, as well as an appellation of origin which guarantees its authenticity. Ours began 18 years ago in Barcelona, at a time when, after the launch of our first spray product, the word spread across Europe, and writers and artists from France, Germany, Switzerland, and Italy began to arrive to fill their car trunks with Montana and bring it back to their countries. From that moment up until now, the Montana Colors brand has expanded to a presence in more than 30 countries in the world and to 15 official points of sale: Montana Shop & Gallery, in cities such as Barcelona, Madrid, Valencia, Seville, Montpellier, Brussels, Amsterdam, Nottingham, Lisbon, Montreal, Tokyo, Buenos Aires, Rio de Janeiro, and San Paulo.

The root of the proliferation of graffiti in these ancient Spanish cities comes down to two things: (1) personal statements of rebellion and independence following a dictatorship, and (2) the introduction of a product that "filled a hole in the market."

And if that's not a statement about the cultural power of branding, I don't know what is.

posted by Will Weatherly Jun 10,2014 @ 01:55PM

A Little Reassurance

The fear of regret is a powerful driver of indecision.

As such, marketing ends up spending a large portion of its time at the entryways to brand funnels, asking would-be passers-through to keep focused on potential up-sides instead of potential down-sides.

But the fear of regret continues well past the end of the funnel. “Did I really make the right choice?” With all the noise, opinions, opportunities, and options, it’s easy for consumers to doubt, and easier still for them to switch.

So, smart brands are finding ways to keep in touch. It can be anything. Most often, the more personal and permanent, the better.












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