A L T E R E D

A Journalist’s Guide For Brands Navigating Tumultuous Times
In moments of national significance, brand managers can take lessons from a journalist’s checklist.


The Pursuit of Inclusive Design Requires Action, Not Just Intention
Inclusivity can’t only be a side project—it has to be built into your brand’s core.


Why Brands Must Make Accessibility the Cultural Default
Accessibility is a common brand value, but few organizations truly understand the reasons why it matters and take the steps to actually pursue it.


A New Approach For Brands To Align Intention With Action
Today, Atlantic 57 launches Brand Prism, a new body of research and step-by-step approach to benchmarking and improving how brands articulate, apply, and deliver on their values.


Creative Destruction: A New Model For A Post-Pandemic Economy
It’s no longer enough to just define your “why”. Brands must now deeply understand and demonstrate “why they matter”.


How Remote Work Can Change Brands For The Better
The pandemic has created an opportunity for organizations to institutionalize the benefits of remote work. When offices reopen, brands must remember to bring their still-remote employees along.


Communicate With Your Community, Wherever They Are
A complete understanding of audience needs—especially in moments of great uncertainty—is your brand’s most valuable tool.


For Brands To Make An Impact, Partnership Is Paramount
Brands must tackle social issues—but they don’t have to do it alone.


Helping Children Learn, Despite a Stolen Year
Brand initiatives have the power to help shape the next generation.


Inclusive Design is a Brand Imperative
Acknowledging systemic challenges is the first step—but to create a more equitable world, brands must also take action.


What Can Brands Do To Foster Social Justice? The Southern Poverty Law Center Has Ideas.
A conversation with president and CEO Margaret Huang on what brands can learn from the Southern Poverty Law Center’s ‘lifetime of work'


How Can Brands Rebuild Trust? Use Their Words.
Your relationship with your audience is only as good as how effectively you communicate with them.


The Key To Better Business Decisions Isn’t Having More Data. It’s Having The Right Data.
A conversation with Insipher CEO David Cunningham on how organizations can take a smarter approach to using data to solve business challenges.


Brand is Everyone’s Job
The work of building an enduring brand requires a keen understanding of what brand is, what it is not, and why it matters.


The Imperative for Leaders to Help Women of Color Secure a Seat at the Table
An interview with career revolutionary Minda Harts on what it will take for women of color to overcome the workplace odds.


How Brands Can Take an Authentic Approach to Addressing Systemic Racism
Issuing a statement is the first step of the response, says Zekeera Belton, senior director of client services at Collage Group. Consumers expect brands to be educational and actively anti-racist.


Transformation is Not the Goal—Evolution Is
Brands can no longer afford to think of transformation as a singular or isolated event. Instead, they must commit to ongoing change in order to endure and thrive.


Brands Must Play a Role in Building a More Equitable Society
Economic inclusion is key to lasting change, says Mike Green, co-founder of ScaleUp Partners. And corporations can play a role by investing in the most vulnerable populations in their own backyards.


Why Brands Need a New Approach to Social Justice
Brands can have a bigger impact on the social justice issues they care about by embracing a simple idea: Lasting change starts from within and ripples outward.


This Is the Time to Take Risks, Not Pursue Perfection
Companies that are going to win post-pandemic will focus on what they can control, and they will favor action over paralysis.


Consumers Need Brands to Protect Employee Health First
Brands have the opportunity to cultivate stability from the inside, out by taking proactive measures to safeguard their workforce.


Tech Companies Need New Thinking to Sustain Themselves Going Forward
In a moment of heightened uncertainty and increased reliance on technology, COVID-19 threatens to negatively impact consumers’ relationship to technology and technology brands for years to come.


The Trap of Comparing This Crisis to the Great Recession
Many have been quick to compare today's economic crisis to the Great Recession of 2008, generally focusing on the similarities between how brands responded then and what they learned, and how they should respond today. But when viewed through the lens of the financial services industry, the comparison doesn't quite add up.


CEOs Are Unprepared for a Second Wave
National security analyst Micah Zenko explains why companies were unprepared for the pandemic and offers a vision for how leaders can get better at planning for risk.


Our Health-Care System Can’t Manage This Crisis Alone
People’s needs are changing, and there is no better or more important time for healthcare brands to identify those needs and fulfill them as Jobs-To-Be-Done.


The Chance to Create a Kinder Future
Arthur Brooks, author of the new Atlantic column, “How to Build a Life,” talks about how companies and individuals can react constructively to the pandemic to build a healthier society.


Expectations of Ethical Brand Behavior Are on the Rise
If brands are to communicate with their audiences during a global crisis, they must understand today's unique marketing ecosystem and how to succeed within it. This requires them to recognize that this moment will put additional pressure on brands to act in accordance with consumer values, now and in the future.


A New Paradigm for Brand Trust
COVID-19 has forced an important reminder that “trust” isn’t a monolithic concept – it’s a progressive hierarchy with complex component parts. To sustain it through a crisis – and meaningfully grow it in the years to come – brands need to understand and adopt this hierarchy.


Experience Strategy Will Become a Cornerstone of Resilient Brands
There is no playbook for this moment. Brands will need to adapt and shift their business approach if they are to transition successfully to whatever new reality the future holds. Those that invest in strengthening their employee experience will be the ones to emerge as the most resilient from the pandemic.


Brands Need to Redefine What it Means to “Connect”
COVID-19 is on the verge of destroying the arts and culture sector in the U.S. Brands can learn from how a growing number of arts and culture organizations are adapting and forging the crucial community connections that will sustain them.


The News Industry’s Way Forward Won’t be a Straight Line
The media industry is used to being on the frontlines of rapid change. It has had to be nimble to survive, quickly adjusting to volatile changes in the ways its audiences consume information. As the industry puts these learnings into practice during the COVID-19 crisis, its response will bring with it learnings for all brands.


A New Reality for Brands
COVID-19 has confronted us with a profoundly sobering global crisis and a series of unknowns about the legacy it will leave on the world. Our platform explores the impact COVID-19 will have on brands and what they can do now to foster resilience in a changed world.
