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Blog Posts by Tracy Lloyd

The Meaningful Workplace: Employee Engagement for the 21st Century

April 21, 2020 —

The Meaningful Workplace: Employee Engagement for the 21st Century

The meaningful workplace is an idea which seeks to address many of the pain points businesses are feeling as they try to get their enterprises fit for the future. This white paper will set out the advantages of building a purposeful, values-driven workplace with a meaningful culture that better balances the needs of both the employer and the employee.  It will explore how businesses can reach out to their employees on a new and more engaging human level that reduces the static inherent in typical company/employee interactions.  It will argue that when senior management seeks more meaningful...
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Brand Strategy for Turbulent Times

April 14, 2020 —

Brand Strategy for Turbulent Times

Business is in Flux Brand strategy matters now more than ever. COVID-19 is a health crisis first, but also, an economic one. Many businesses that we work with are feeling uneasy about the current economic situation and the long-term effects of COVID-19 on business. Financial markets are no doubt showing extreme symptoms. There is an unignorable sense of shutdown and although the world has faced other economic crises before, this time is different. Business leaders, VC funders, investors, consumers, and employees are unsure how long this will last and to what extent they must shift...
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Emotional and Meaningful Brand Connections Matter Right Now

April 7, 2020 —

Emotional and Meaningful Brand Connections Matter Right Now

The Time for Emotion and Meaning Is Now Battling the arduous winds of COVID-19 will take more than a shift in your communications. It will require a real change in behavior. Right now, people are experiencing a whole slew of complex and contradictory emotions. Some of these feelings are ephemeral and are changing every day; others like uncertainty are staying around for the time being. So to truly connect with people where they are, you have to speak their emotional language. That’s why having your brand behave in a more emotionally charged way and putting the focus on building truly...
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Transforming Business Through Empathy

April 13, 2020 —

Transforming Business Through Empathy

Empathy and Business? Some say no, we say yes. There are many factors that add meaning and purpose to a brand, and they all stem from a single source: empathy. Empathy is the ability to walk in another person’s shoes. That is, to see and experience the world from a perspective different from your own. Here we explore how empathy plays a vital role in shifting brands from a bland and vulnerable position to one that is robust in meaning and purpose. Empathy as a driver of brand strategy When you’re close-in to a business’s daily operations it’s hard to see how your brand is perceived by the...
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Fast Forward Your Narrative: COVID was a catalyst for change. Is your corporate narrative still relevant?

April 2, 2020 —

Fast Forward Your Narrative: COVID was a catalyst for change. Is your corporate narrative still relevant?

COVID was a catalyst for change. Is your corporate narrative still relevant? At the onset of the COVID-19 crisis, companies were scrambling to respond to the moment. But as recognition sets in that these changes are here to stay, we must respond to a new movement: one that moves fast, with feeling, for the future. The landscape of brand, business, and culture has been undeniably transformed. So, we must figure out how to communicate in ways that were empathetic and relevant, contextually aware, human, and sensitive. Given our new normal—a constant state of change—today’s leaders, brand...
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