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January 06, 2006

CSR needs a CEO who can see into a crystal ball 

Nicky Hilton and Brad Batory of LucireWhen I took Lucire into a print format in 2004, I made sure it reflected my personal values. Each copy, for instance, has a breakdown on how much of its cover price was going to printing and salaries. Only after a while did we remove the profit statement from the . And profits would automatically go to causes that I believed in—countering the emissions that we generate, for instance, with planting new trees.
   However, these didn’t get much press, nor have they meant much of a difference to the everyday buyer in . They have received interest from those journalists here already passionate about these ideas—people such as The Dominion Post’s Carolyn Enting. But as a nation, we are not as green as we let the world think (examine our and the percentage of being put into them, and you have the truth behind ‘100 Per Cent Pure’). I have encountered . Instead, there seems to be more interest in being a socially responsible in the , of all places.
   I am glad Lucire is still owned by yours truly, because these ideas must be driven from the top. And I still believe them to be right, not just because I have another 13 colleagues and co-writers of this book who say I am right.
   There continues to be mounting evidence that this is the way of the future, and in the , the country driving automobile sales, that future is already here. Just that few in want to go with it, with uncertain sales. With Lucire’s US launch looming, I’m still deciding whether to bind our there into our environmental policy and , or whether we merely continue with it in the master edition. I will have to make my decision in the next few weeks.
   In a model, needs to be extremely high for ideas that might not translate into overnight. And management needs to keep an eye on the . Sometimes, considering the brand as an expression of (the classical model) or collective perceptions (the model) won’t work, at least not when the latter model is concentrated on a single market.
   The and the need to be sages, in the greater environment. The stage in traditional brand management will never lose its relevance, and it has become more vital that future consumers are looked at—particularly with the second model.
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