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TLE Launches Moral Measure
TLE (formerly The Leading Edge) has launched a new methodology called 'TLE Social', designed to help organisations measure how their brand is impacted by their reputation in areas such as sustainability, community fabric, climate change, child labour and animal welfare.
 Using a combination of research, social sector understanding, and commercial strategy, the new methodology will be used to help clients in the Australian market define, integrate and communicate what TLE describes as their 'social purpose as a brand asset'.
The offer aligns products and services as well as the causes brands support, the partners they choose and the way they engage with staff, customers, the community and other stakeholders. Central to the process is the measurement and modeling of the effect social purpose has on brands and businesses, in order to justify social investment and prioritise future activities.
TLE's Australian MD Tim Riches (pictured) explains: 'We have strong beliefs about what is right or wrong and these beliefs can have a fundamental impact on how we choose to interact with companies and brands. The stakes are raised through social media, which amplifies consumer power as advocates for or activists against your brand. This is the key driver of the convergence of the traditionally separate functions of brand and reputation management, and the need to achieve competitive differentiation in CSR strategy.'
Web site: www.theleadingedge.com .
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