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Blog Posts by Jerry Holtaway


Emotional and Meaningful Brand Connections

Emotional and Meaningful Brand Connections

Emotion and Meaning Emotive brands forge emotional and meaningful brand connections by caring deeply about people, and aligning their actions and communications to the deep-rooted human needs, desires, and aspirations of all those important to the brand. The keystones of such connections are empathy, compassion, and mindfulness. In our recent white paper, “Transforming your brand,” we introduce these key drivers of thinking in this way: “Emotive brand strategies use empathy to better understand and address the needs, values, interests and aspirations of people, both within...
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How I See Our Culture – David Ogilvy

How I See Our Culture – David Ogilvy

I worked for Ogilvy and Mather for nine years. At the beginning of my time there, it was still a privately-held company – though within a few years of my tenure, it was absorbed (and changed forever) by WPP. I came across this piece written by David Ogilvy (whom I had the pleasure of meeting once), about the culture of Ogilvy back in the day. I think all leaders should use it as a culture check-list for their companies. From The Unpublished David Ogilvy. Here is how I see our culture. A NICE PLACE TO WORK Some of our people spend their entire working lives in our agency. We do our damnedest...
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Business Success is All About Building a Meaningful Workplace Culture

Business Success is All About Building a Meaningful Workplace Culture

“If people are good only because they fear punishment, and hope for reward, then we are a sorry lot indeed.” – Albert Einstein A business’ fate is determined in large part by its culture. A business culture is the reality created by how people act, react, and interact with each other based on their attitudes, beliefs, and ambitions. The most damaging business cultures are those in which aggression, neglect, and punishment leave employees feeling they have no reason to commit their energies and skills, share their ideas, or help the company advance. Wanted: A culture that unites and connects...
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What is a Brand Promise and Why You Need One

What is a Brand Promise and Why You Need One

There’s a lot of talk about the concept of a brand promise. But, what is it? Why does my business need one? How would it make my business stronger? How does it relate to my brand strategy? Here we explore the answers to these pressing questions.  And perhaps more important, what kind of a brand promise does your business need in today’s world to have an impact? A brand is a promised delivered. A contemporary brand promise articulates an idea that goes beyond the rational benefits that worked in the past, and extols a higher-order emotional reward. A brand promise is not a slogan or...
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Meaningful Brands Keep Promises

Meaningful Brands Keep Promises

Meaningful Brands are not so easy to come by Is your brand strategy working as hard as it could be? Or is it being held back by these all-too-common corporate traits: myopia, narrow-mindedness, and self-centeredness? Does your brand strategy focus only on the “what” and “how” of your offering? Does it mostly talk to senior management in the cryptic language only MBAs understand? If so, your brand isn’t hitting the right notes in today’s marketplace. Today’s most innovative and successful brands are built upon a different premise. They seek to forge meaningful connections with people, not...
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