A proud mother of four multicultural teenagers and a budding poet, Maureen spent 25 years leading Product, CRM & Loyalty teams at global organizations including American Express, AXA and Western Union. Then in late 2015, WU’s Chief Executive gave her a stretch assignment: Ambassador of Global Refugee Initiatives & Impact. That role changed her life forever and ended up crystallizing her vision of what true leadership entails.
“They can’t be spectators on the sidelines just contributing with a bit of philanthropy. They need to pull up their sleeves and get more involved. Their success should be measured on their SHARED VALUE they deliver. So brand impact is the actual measurable concrete impact that a brand delivers.” according to Maureen.
In the last decades, brand positioning developed significantly, focusing on integrated user experiences in the 2000s and Brand Purposes in the 2010s. Some would consider this long-term trend towards corporate purpose a clear indication of the shifting culture in business, but as most pioneers, our entrepreneurs didn’t always have it easy.