Fast Company just published “5 Social Capitalists Who Will Change the World in 2010.” As this leading publication is always at the top of my In Box every morning, I am able to get my 20 minutes of innovation education delivered in the most digestible way possible (even before cappuccino).
Turns out Fast Company’s picks for companies doing amazing things in the world of socially-conscious business have similar strengths and weaknesses from a marketing perspective. Yes, they’re all doing great work; and forging a new path to a new economy. Ultimately, these companies will succeed on the merits of their business models, and the lives they impact are the ultimate goal. But for a marketing & branding geek, being handed a handful of sites to compare and contrast is F-U-N.
Most of the five website designs seem to reflect a sense of purpose; and have fairly decent designs. I don’t have to click around too much to see they are legitimate businesses. Now, you may think this is a snarky comment, but if you email me, I can send you to websites that I have cross-referenced on Snopes (and that’s AC – After Coffee)
Only two of five websites tell me in less than five seconds of landing, who they are and what they do in the world. Their value proposition – to the world – is clear.
As time goes on, I’d like to see more photos of people – their work in action – images that illustrates the impact of the work. Vittana.org does a great job of putting a face on the brand. One of their partners is the accomplished Frog Design – so I think they got some eerrr help.
I also think having the value proposition front and center is never a bad idea – these companies are introducing innovation in business and business model at the same time. As an investor, stakeholder, director, sponsor, prospect - I’ll want to know what am I going to get out of partnering or becoming a customer. I’ll want to know how the company I am doing business with is growing, and feel confidence to tell a friend about you.
Word of mouth starts with word on the web.
It’s tough making a website, designing a brand, and attracting new customers with multiple stakeholders and limited resourccs. I wish the best for these leaders and will support & follow them in their progress.
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