Topics

Subscribe

Blog


An Industry Leader’s Perspective On Meaningful Businesses Strategies

An Industry Leader’s Perspective On Meaningful Businesses Strategies

Meaningful Businesses John Mackey is a capitalist. He founded Whole Foods and turned it into a massive operation, with over 350 stores. Along the way, he came to realize something about business: its purpose goes beyond profits. This idea is about building meaningful businesses. As the founder of Conscious Capitalism Inc., and the author of Conscious Capitalism: Liberating the Heroic Spirit of Business, 
John Mackey is a fierce proponent of a new and more meaningful way of doing business. Conscious Capitalism is “an idea, a movement, an approach to conducting business, and an organization dedicated to advancing all of...
Read more >

How Do You Create a New Brand Category?

How Do You Create a New Brand Category?

All Signs Point to a New Brand Category Traditional wisdom suggests that creating a new brand category is a massive undertaking. In our recent post on category change, we wrote about when it’s time to consider creating a new category. In that post we were clear: undergoing a category change is not something for the faint of heart. If you’re leading the effort, you’ll need thick skin, an iron will, and if you don’t have deep pockets, you’ll need to be extra resourceful. Creating a new brand category requires big ideas that literally think outside the box — that’s...
Read more >

The Design Process: Interview with Emotive Brand Senior Designer

The Design Process: Interview with Emotive Brand Senior Designer

The Design Process Matters At Emotive Brand, we work each day to bring brands to life through strategically informed design. And doing this requires a multi-step process. Wayne Tang, a senior designer in the studio, adds a rare balance of analytics and creativity to the design part of the process. With his background as a mechanical engineer, Wayne brings a logical focus to all projects, a honed systematic approach, and an ability to see the big and small picture to us help deliver the best design solutions for our clients. In this interview, he explains and discusses his design process...
Read more >

How Leaders Can Unlock the Full Power of Trust

How Leaders Can Unlock the Full Power of Trust

Trust Pays Off The business case for trust is straightforward and continues to grow. Each year, the data shows that companies with a culture of trust are more profitable than those without it. A culture of trust is not just a “nice-to-have.” It’s good business. Trust culture companies have outperformed the S&P 500 by a factor of three, and high-trust companies “are more than 2½ times more likely to be high performing revenue organizations” than lower-trust companies. Why? It turns out we, as a species, come with an evolutionary hard-wired attraction to people we can trust and a visceral...
Read more >

The Future Of Work Is More About Cooperation Than Collaboration

The Future Of Work Is More About Cooperation Than Collaboration

The Future of Work What does the future of work look like? Successful businesses in the future will share a common characteristic: a cooperative approach to employee engagement, morale, and gratification. Stowe Boyd is a super-smart researcher, and someone we’ve followed for years. Stowe is also an author who focuses on the future of work. He believes the tectonic forces pushing business into an unclear and accelerating future. Stowe has made the following observation: “In the collaborative business, people affiliate with coworkers around shared business culture and an approved strategic plan to which they subordinate their personal aims. “But...
Read more >

Why Curiosity Fuels Business Innovation

Why Curiosity Fuels Business Innovation

Where’s the Curiosity? Children thrive on curiosity. People grow up asking questions. Many young children ask “Why?” almost excessively, wanting explanations for everything – unafraid to ask, always curious, and fiercely inquisitive. Why? They are in a phase of intense learning, absorbing information, and widening their capacity for new information at a rapid pace. But studies have found that curiosity peaks at around age four or five and takes a steady decline from there. As people grow up, they become more self conscious, feel more fearful about asking questions, and are increasingly inclined to display confidence and expertise over...
Read more >

The Power of Good Research for B2C Businesses: Interview with Emotive Brand Strategy Director

The Power of Good Research for B2C Businesses: Interview with Emotive Brand Strategy Director

As Strategy Director, Taylor Standlee is an expert at identifying business challenges, creating strategic solutions, and driving business growth. Taylor offers thoughts on the changing landscape of good research for B2C businesses today. How is consumer research evolving? Businesses are constantly looking for new ways of understanding, reaching, and connecting with the people important to their success. This includes customers, consumers, investors, and employees. And we’ve never had so many tools or so much data at our fingertips. The challenge, as always, is to be smart about how we go about gaining the information that will help a business...
Read more >

When to Create a New Brand Category

When to Create a New Brand Category

Brand Category As A Frame Of Reference A brand’s frame of reference is the foundation of its positioning. It will determine the points of parity the brand has to meet in order to be considered a legitimate player, and highlight opportunities to differentiate. As such, your brand needs to fit into the framework of a brand category that people understand and relate to in order to really ‘get’ your brand. As UC Berkeley Professor George Lakoff explains, a frame of reference is absolutely essential, get it wrong and your difference may be ignored: “Framing provides a mental structure that shapes...
Read more >

5 Common Mistakes in Brand Design Today

5 Common Mistakes in Brand Design Today

The Brand Design Journey If you’re looking for a brand design or redesign, you’ll need more than a logo or a new website. Brand design is bigger than that. Designing a brand entails designing every moment and experience people have with your brand. It’s about every touchpoint, and these days nothing goes unnoticed. Brand design reflects how your brand looks and how it feels. This means colors, graphic language, typeface, photography, and your logo. In the end, brand design is what brings the brand to life. It’s what makes your brand recognizable and powerful to the people that matter...
Read more >

Purpose Drives Financial And Competitive Advantages – Deloitte

Purpose Drives Financial And Competitive Advantages – Deloitte

Purpose-Driven Companies Deloitte is the world’s largest audit, tax, and consulting firm. They have done extensive research on purpose-driven companies and the role of purpose in them. And according to their report, companies at which people agree there’s a “strong sense of purpose” perform significantly better than those that don’t. Specifically, these purpose-driven companies have: • Excellent financial performance • Distinct and differentiated brands • Strong workplace cultures • Highly satisfied customers Three Drivers to purpose-based performance improvements: 1. Create a Purposeful Culture Invest in making your purpose a mainstream and actionable idea across your workplace. So work on...
Read more >

Maintaining Brand Relevance in a Fast-Paced World

Maintaining Brand Relevance in a Fast-Paced World

Brand Relevance Amidst New Expectations In a time of constant change and heightened customer expectations, the greatest danger facing most brands today is loss of brand relevance. People are ultra-connected. Markets constantly shift. New trends emerge. Competitors enter and shake things up. And customers expect more from the brands they buy from. As a result, many businesses struggle to stay relevant – trying to get ahead of competition, adapt fast enough, and maintain their position in the market. In order to survive, brands need to evolve in a way that differentiates them from their competitors, and at the same...
Read more >

Why Your Brand Needs to Be a Sustainable Brand

Why Your Brand Needs to Be a Sustainable Brand

Being a Sustainable Brand Is Now An Expectation What does it mean to be a sustainable brand? Sustainability measures have become table stakes for Fortune 500 companies. People now expect every reputable business to have a sustainability department and as a result, some level of corporate sustainability reporting is the norm. More and more companies are becoming B Corp because they believe in the inherent value of using business to solve social and environmental problems. A shift is underway to make sustainable business something every department needs to get behind. But Where’s The Brand? Yet even with all the...
Read more >

Positioning Is Critical To Sustained Growth

Positioning Is Critical To Sustained Growth

The Power of Brand Positioning Strong brand positioning has a great impact on the success of your business. But many high-growth companies struggle with how best to position themselves and communicate why they matter. Getting this right is hard, but critical. And if you fail at this, your customers won’t know whether to buy from you or your competitors. In short, positioning is the process of distinguishing your brand from your competitors in meaningful ways. It’s about what you offer, what value you deliver, and what place you hold in your target audience’s mind. Defining a clear positioning allows...
Read more >

Transparency Drives Business And Transforms Brands

Transparency Drives Business And Transforms Brands

Demands of Transparency In many ways, we live in a time of extreme transparency. From product reviews and political opinions to knowing exactly what your coworker ate for dinner – not much is hidden. But with so much out there, people are more skeptical and less trusting, constantly questioning: What’s real and who can I trust? As a result, people are demanding more from the businesses they work for and the brands they buy from. People don’t want a sea of information and opinions. They want real, honest, authentic, and transparent brands that ring true at every moment. The...
Read more >
Page 1 of 3412345...102030...Last »