Oli Gibson

Social responsibility seems to be one of the buzz words in business at the moment, a word that is banded about by big corporations and international companies to make them appear to care about their effect on the environment, other businesses and most importantly, you the consumer. You will notice how I used the word appear, this was no mistake, it’s generally all marketing, telling the customer what they want to hear. However the time for pretending and hiding behind press releases is coming to an end.

Innocent Drinks is one of the new breed of companies that get it, they’ve been featured as a case study business many times before but I’m going to use them again, just for consistency! Innocent are masters of using this social responsibility to get us to buy their product. Your company could become masters of this too, it’s very easy… do what you say and care.

Like most modern companies Innocent have certain ethics they believe in and take into account with the daily running of their business.

• Keep things natural
• Responsible ingredients
• Sustainable packaging
• Resource-efficient business
• Sharing profits

To be honest they don’t appear that original but they are achievable targets, which is probably most important. Innocent also say the following “We sure aren’t perfect, but we’re trying to do the right thing.” This is classic innocent copy and it makes us sympathies with the company, they give themselves a personality and as a consumer we can relate to this.

What Innocent do best is getting this message out in a fun way. The obvious are their television and print adverts that are simple, fun and emphasise their socially responsible stance.

But ads aren’t enough, words are powerful, the following is a quote from innocents website.

“We call them innocent because our drinks are always completely pure, fresh and unadulterated. Anything you ever find in an innocent bottle will always be 100% natural and delicious -and if it isn’t, get on the banana phone and make us beg for forgiveness.”

It’s fun and personal but also reminds us what Innocent stand for. I believe that many businesses wouldn’t be far wrong if they had a look at what Innocent is doing. Be personal, have fun, show you care but most important is to stand by your core beliefs, don’t lose sight of them, even for a second because someone will pick up on it.

Today I’d like to take a moment of reflection, I think we all get so bogged down in the daily grind that we sometimes forget how lucky we are to have what we have. Today is the 11th November and although remembrance day is normally held on a Sunday I think it’s important to remember those service men and women who lost their lives fighting for freedom in the modern world. Whatever you think of the politics, this sacrifice should never be tarnished or forgotten.

So take the time out today and remember these amazing people. Thank You.

Hi guys, Hope you are well. I’m certainly alot better than I have been in the last few days. Back at university today and busy catching up with everything and everyone, I think being busy again is making me feel better along with some good sleep.

Anyway today I received an email from Shiply in response to the article I wrote a while ago comparing them to Uship, another company in a similar space. I feel it important to give each party a chance to give their opinion, since Uship have voiced theirs it’s only fair I give Shiply the chance too. So here’s Shiply’s response.

“It is also not our policy to comment on other companies practices, we think that the comments made by an @uship.com email addresses below (allegedly accidentally) speak volumes in itself.

We do not attribute our success to anyone but ourselves and continue to work hard day-to-day ensuring we operate a top-class service, fulfil our own ambitions and business plan which differs greatly from any other competitor (of which there are many).”

I feels this brings the debate about these two companies to a close here. While it may carry on in other areas I don’t plan to be a part of it. I have voiced my opinions on the matter enough and I’m sure your all getting bored of hearing about it.

Tomorrow expect something new and original!

Still ill with tonsilitus although definatly better than I was at the begining of this week. The sideffects of the antibiotics I’m taking are starting to show more and I’m developing more of a common cold. I’m thoroughly fed up of being ill though. It’s the lack of energy and the inability to work concistantly or focus on anything that are most enfuriating.

Anyway today I have opted not to write a proper post here, I haven’t done much today to stir my thinking and I can’t say I have anything I want to discuss so I think it’s best to leave it for today.

Hope you understand.

Spent the day working off and on today, doing the little tasks I hadn’t had time to do through the week and trying to get on with a bit more uni work. The throat is getting alot better and I should be moving back to Reading soon though I’m going to have to (try) and take it easy for at least another couple of weeks.

Today I watched the Digg Dialogg with Tony Hawk below.

Watching this made me think about the stereotypical view of business and business people and how wrong it’s becoming. His successes also demonstrate my theories that you can develop successful businesses based on your passion.

Hawk has marketed products under his own brand including events, clothing and his line of computer games that have sold millions of copies. His newest game Ride features a peripheral board to make game-play more like real skateboarding, the idea was all Hawks and he has been very involved with the development, this is more than a games company putting his name to their product.

But thats not his only enterprises, he also owns Birdhouse, a company that designs skateboard decks, wheels and clothing. The company also has a skate team which Hawk is a part of.

One of his latest business developments is Shred or Die a youtube like website for the extreme sports community including skate, snow, surf, bmx and moto. Seems Hawks business ideas are cutting edge.

Admittedly Tony Hawk does have the advantage of being nine times X games winner but I think this shows it is possible to turn what you love into a viable business. If Tony Hawk can why can’t you!