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Is Your Brand Working to Positive or Negative Energy?

Is Your Brand Working to Positive or Negative Energy?

Strategies for addressing the energy of your business in good times and bad: We came across this interesting insight by John P. Kotter in his post entitled “To Create Healthy Urgency, Focus on a Big Opportunity” on the Harvard Business Review blog. “There are two basic kinds of energy in organizations. Energy triggered by a big opportunity, can create momentum in the right direction and sustain it over time. Energy based on fear or anxiety, might overcome complacency for a time, but it does not build any momentum or maintain it. Instead it can create a panic, with all the obvious negative...
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Everyone’s a Writing Critic: Dealing with Writing Feedback

Everyone’s a Writing Critic: Dealing with Writing Feedback

Everyone’s a Writing Critic: Dealing with Comments and Corrections when Receiving Writing Feedback Writing a solid first draft of something is genuinely difficult. It’s a herculean triumph of creativity and endurance over self-doubt (and procrastination – though the strategies I set forth in the first two posts in this series can make it easier to start writing and plow through to the first draft). Unfortunately, “a solid first draft” is not the same as a finished, publishable piece. You have bosses, reviewers, and editors to deal with before your ultimate audience reads your deathless...
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Brand Behavior Matters for Transforming your Business

Brand Behavior Matters for Transforming your Business

To Transform Your Brand, Transform Your Brand Behavior In the end, brand behavior is what drives results. No matter how smart and inspired your brand strategy may be, it’s just strategy. And oftentimes, it’s just not enough. In fact, we’ve seen many brand strategies fall short because they failed to move beyond brand identity and communications, and didn’t provide the guidelines, tools, and processes needed to actually bring the brand’s defining attributes to life through meaningful behavior and action. Brand behavior is all about how your brand reaches out to people and how they respond...
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Embracing Authenticity

Embracing Authenticity

Authenticity Is In “If you’re willing to tell me about the bad, then I will trust you when you tell me the good.” In an increasingly staged, contrived, and media-saturated world, people are seeking meaning and authenticity in every facet of their lives. From the employers they work for to the businesses they buy from and the brands they support. Authentic Business Globalization and technology have created a new level of consumer awareness. According to a 2014 survey by Cohn & Wolfe, when consumers rated more than 1,600 brands on authenticity, the three key attributes listed were:...
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The Modern Workplace Requires a Revamp

The Modern Workplace Requires a Revamp

The modern workplace requires new ways to connect, inspire, engage, and bond with employees like never before. Over the past few years there has been quite a lot of research and stories on worker happiness (and the startling lack thereof). One talked about the story of an employee who, after two decades of service to a financial institution, decided he couldn’t take it any more: “I felt like no one cared about me as a person there, and finally decided to extricate myself from the grind. I know many of you feel the same way now in your jobs…trapped and unappreciated.” The modern...
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Building the Employee Experience

Building the Employee Experience

It’s no secret that the employee experience with HR has developed a bad rep. The reality is that most people associate HR with two things: hiring and firing. For many organizations, HR is rule enforcement, the behavior police, gliding in when the people problems arise. And even when employees do have a positive experience with HR, it’s often limited to the brief experience of onboarding. Building Responsibility We’ve mentioned that attracting, engaging, and retaining top talent is the top priority for executives today. And for most businesses, this responsibility falls on HR. It’s no...
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The Secret to Thriving Business

The Secret to Thriving Business

Purpose-Led Business, Now the Expectation Surviving – let alone thriving – in today’s uncertain economy is hard. Successful companies share one unifying factor: they are purpose-led companies. Purpose is the driving force of thriving business today, a key mobilizer for employees, and the key attribute for well-built and sustainable organizational cultures that can grow, thrive, and shift with the times. Research shows that people are demanding and craving more from the businesses, brands, and companies they work and buy from, and leading with purpose is not a bonus but an...
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Why Integrated Reporting is Inevitable

Why Integrated Reporting is Inevitable

Integrated Reporting These days, integrated reporting is a corporate dog everyone loves to kick. People will tell you it’s a bore, a chore, a snore. It’s another corporate cost center, a straightjacket on corporate communication, a full-employment program dreamed up by do-gooders to give jobs to bean counters. To its harshest critics, integrated reporting is not even a dog. It’s a tail that wants to wag the dog. A dozen years ago, people said all these things about the Global Reporting Initiative, known as GRI. The first time I wrote a corporate sustainability report, one of the client’s...
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Sustainability Reporting Trends

Sustainability Reporting Trends

Keeping on top of sustainability reporting trends is not easy. The field of corporate sustainability reporting is maturing and evolving, making it important to keep up with the changing standards and expectations long after you complete this lesson in Sustainability 101. As you get more experience in this discipline, continue to watch what the leaders do. Keep up with issues on the horizon through the conversations on blogs, Twitter and LinkedIn. And, attend conferences to hear from the experts when you can. At Emotive Brand, we strive to keep our finger on the pulse of the industry in order...
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Editing Your First Draft: How To

Editing Your First Draft: How To

Time For Editing In an earlier post, I wrote about the anxiety that can accompany writing and how you can overcome it with some simple steps designed to jump start your drafting. In this post, I’ll tell you how to get from the first draft to the finish line. The key to this: editing. So you’ve got a first draft. Congratulations. A first draft, no matter how rough, is cause for a minor celebration (coffee, maybe, not Cristal). A break helps you make the mental transition from writing mode to editing mode. Editing is how you get your rough draft to the finish line. Your mileage will vary here,...
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What’s the Right Wellness Program for Your Brand?

What’s the Right Wellness Program for Your Brand?

The New Rules of Wellness Programs The EEOC recently issued new rules for employer wellness programs that have made a big splash in the media. With all the recent buzz around wellness, we began thinking about the overall value of these programs and how to build programs, as Obama hopes, that benefit employers and employees alike. What are the best practices for businesses as they incorporate wellness programs into their benefits packages? How can employers encourage wellness, while simultaneously respecting and protecting individual’s personal privacy and making sure employees never feel...
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Sustainability Reporting: Preparing Your Organization

Sustainability Reporting: Preparing Your Organization

Preparing for sustainability reporting Our advice before starting sustainability reporting, is to prepare your organization before you do anything else. First things first. Before setting pen to paper or fingers to keyboard to write outlines or strategies or any text at all, there are a few important steps that will help build the foundation for a quality corporate sustainability report (CSR). Most people won’t see the report’s foundation. But, just because you can’t see it, doesn’t make it any less important. Any builder (or homeowner with a leaky basement) will tell you how critical it is...
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High-Growth Software Firm Looking to Accelerate Business Quickly

High-Growth Software Firm Looking to Accelerate Business Quickly

Metal Toad: a high-growth business needed to be aligned to create maximum impact Metal Toad is a successful, high-growth software business with a highly regarded reputation and big ambitions. As technology consultants, Metal Toad works to modernize businesses by building strategic applications for clients like Sony, Cisco, PBS, Verizon Wireless, and ABC. When they came to Emotive Brand for help, the management team was at a crossroads. As often happens in the midst of a boom, an enthusiasm for growth left the business pursuing too many diverse initiatives. They needed to quickly realign and...
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Top Ten Sustainability Acronyms

Top Ten Sustainability Acronyms

Several years ago, I got a new assignment at work and suddenly found myself immersed in sustainability reporting. As I set out to learn my new job, I discovered an alphabet soup of sustainability acronyms that made my head spin on a daily basis. I tried to make sense of what the experts were saying, but the language seemed to barely resemble English. So, one of my first orders of business was to learn the key acronyms of this new discipline. It was clear to me that if I didn’t understand these, I would continue to be lost and confused a good bit of the time. In this field, there are...
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Brand Narrative : The New Origin Story for your Business

Brand Narrative : The New Origin Story for your Business

Is Your Origin Story Enough to Make Your Business Stand Out? Origin stories have been embedded into modern marketing’s rulebook for as long as we can remember. And for good reason. Historically, they did help companies stand out. Origin have traditionally been the place where a brand explains what business ventures meant to their leaders and for the greater world – personally, historically, economically, and culturally. They helped make brands more human and emotive. People could empathize with stories embedded in the American Dream and felt connected to self-starters, underdogs, and...
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