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Your Brand Strategy for the Purpose Economy

Your Brand Strategy for the Purpose Economy

According to Aaron Hurst, we are moving from the Information Economy to the Purpose Economy. He states that this is a natural evolution, which is taking us from the first levels of human organization, the hoe-and-plow Agrarian Economy, through the smokestacks of the Industrial Economy, to the data farms of the Information Economy, and now to the human-centric Purpose Economy. Each of these economies been built on top of the proceeding, and represent evolutions more than revolutions. In his book, The Purpose Economy Hurst states: “When I say purpose, I mean more than serving others and the...
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B2B Brands Desperately Need Ways to Differentiate Themselves

B2B Brands Desperately Need Ways to Differentiate Themselves

The pressing need for differentiation in B2B “Features easily blur into other features. It is increasingly difficult to differentiate on a product or service level as competitors find it easy to quickly duplicate innovation. So, where can B2B brands effectively differentiate? We think it’s by connecting to people on a higher level through meaning and feelings.” It is natural for people engineering teams, product teams and product marketing teams to see their B2B product or service as something special, unique, and important. Unfortunately, this makes it all the more difficult for...
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The One Thing Your Brand Strategy Doesn’t Need

The One Thing Your Brand Strategy Doesn’t Need

The decision to develop a brand strategy or refresh your brand strategy will be typically driven by a specific need. Either you are just starting out and need to establish your brand, or you’ve found that your current brand strategy is holding your business back. Regardless, it’s critical to ensure your new brand strategy takes your business where you need it to be. Experience shows us that many brand strategies fail because they are inwardly focused. They are myopic in that they lead with product features and benefits and the business’s explicit needs to create growth and increase...
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How Your “Brand Vibe” Can Change Your Brand’s Fortunes

How Your “Brand Vibe” Can Change Your Brand’s Fortunes

We humans are very proud of our ability to think rationally. This cognitive power not only lets us understand and use facts, it also helps us build elaborate creations and fantasies. We use our rational brains to conduct business. Cognition helps us sort stuff out, compare options, and rank priorities. Our rational, conscious brain is so “upfront” in our day-to-day work lives that we begin to believe it is our only way of thinking and acting at work. Yet, as neuroscience is finding, it is now clear that this cognitive ability is not a stand-alone factor in how we perceive, sense,...
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Moving the Needle of Market Share Through Purpose

Moving the Needle of Market Share Through Purpose

Creating Market Share Market share is an essential goal for most businesses. Greater share leads to a stronger and more vibrant business. It fuels growth, stimulates innovation, and increases ROI. But is your business having a hard time moving the needle? It’s no wonder. After all, it’s tough out there. Your industry is becoming increasingly commoditized. Pervasive competitors are quickly copying and mimicking your innovations. At the same time, people who have been shook up by the financial crisis, and who increasingly seek values as much as value, are thinking more about what they buy, and...
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You Need to Hire Great People. But Why Do So Many Bypass You?

You Need to Hire Great People. But Why Do So Many Bypass You?

New talent is the lifeblood of most companies. Recruits bring in new skills, energy, and passion. They not only help companies deal with what needs to get done, but also discover what can be done. They not only fill leadership gaps, the upgrade the level of leadership within your firm. But the best recruits are quite naturally a demanding lot. They know they are valuable, and from that position they know that they can afford to be discerning about where they choose to work. Increasingly, the bar for companies needing to recruit has been risen, as more and more talent looks for purpose and...
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Leadership at a Time When People Know as Much About Your Business as You Know About Them

Leadership at a Time When People Know as Much About Your Business as You Know About Them

Welcome to transparency, whether you like it or not. This is the time when people have access to unprecedented amounts of information, including deep insights into what your company is up to. And they are using this information to form opinions – opinions that shape their attitudes toward your business; attitudes that drive their behavior with respect to your business. Be they employees, customers, partners, investors, or industry pundits, what you do, how you behave, and why you do what you do all become factors in deciding your company’s fate. Hence, our advice for leaders wishing to...
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When Leadership Aligns, Good Things Happen

When Leadership Aligns, Good Things Happen

Alignment of thought, meaning, and purpose among a leadership team is the new secret sauce of successful businesses. When your executive leadership team agree that, “we’re aligned around a true purpose, are living it in this way, and, are clear we want to do this because it truly matters,” the effect ripples through your organization.As leadership aligns in a more purposeful way, their direct reports have more direction, feel better about helping get the business where it needs to be, and believe their work truly matters. In turn, they help direct the rest of the company so...
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10 Reasons Why Business Should Banish the Word “Brand”

10 Reasons Why Business Should Banish the Word “Brand”

Our rather controversial thoughts on “Brand” 1. It is meaningless Ask five people in your company what the word “brand” means and you’ll get at least seven definitions. As such, the meaning of the word “brand” is completely diluted and lacking in concise meaning. That’s not helpful. 2. It confuses, defuses and abuses One person in your compnay uses the word “brand” and another person interprest it differently, and then everything goes haywire. That’s expensive. 3. It becomes a tyrant It becomes a mysterious entity with a mystical...
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7 Reasons Why it’s Probably Time to Transform Your Business

7 Reasons Why it’s Probably Time to Transform Your Business

What’s the matter? We met with some prospective customers over dinner the other day, and started the discussion with our favorite leading question, “So, what’s the matter?”. The floodgates opened. As we listened to the issues tumble out – and sensed the pain, anxiety and frustration they provoke in the company’s leadership – we thought about how so many businesses today face the same basic challenges. For example, how many of these challenges which our prospects are now facing, are inhibiting growth, innovation and motivation at your business? Your...
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Brands That Celebrate Beautiful Human Values Enjoy Well-Earned Respect

Brands That Celebrate Beautiful Human Values Enjoy Well-Earned Respect

Steve Fuller of The House agency in Bath, UK kindly told us about this fantastic video about the rewards of giving. Steve demonstrated generosity by sharing it with us, we are doing the same with you, and now we hope you do it as well with everyone you know and love! And while you’re doing that, think about how your brand could contribute to the social good by promoting human values in lovely ways like this. Thanks Steve! To view “Unsung Hero” please click the following link: https://youtu.be/uaWA2GbcnJU Want a more emotive brand? Learn more here....
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Five Key Differences Between Emotional and Emotive Brands

Five Key Differences Between Emotional and Emotive Brands

It’s not too hard to spot an emotional brand. It uses emotions tactically to either make people laugh or to gently tug at their heartstrings. These brands typically only do this through their advertising. Emotive brands are far more rare. These are brands that forge meaningful – and valuable – emotional connections through everything they do. So while someone may happily buy a brand based on its emotional advertising, they are likely to be left bemused when dealing with the emotional brand’s crass customer service people. The resulting brand dissonance will, no doubt, prompt them...
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We All Know the Value of Collaboration, So Why Isn’t There More of It?

We All Know the Value of Collaboration, So Why Isn’t There More of It?

When people, departments, offices, and divisions collaborate, beautiful things happen. New product ideas are born. Smarter, more efficient processes emerge. More effective policies are developed. New energy is created. The rewards of collaboration are many, yet the spirit of collaboration is dimmed in many enterprises. There are many reasons for this, all of which add up to costly consequences. Human potential is unrealized. Capital isn’t effectively deployed. Resources are squandered. Growth, development and innovation are stymied. Enlightened organizations counter the forces that...
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The Power of Today

The Power of Today

Meaningful brands are lead by mindful leaders. Today our guest blogger and beloved client, Leigh Weinraub, helps executives become more emotionally fit. Read more about Leigh at getyoutmindmotion.com. This post originally appeared on Huffington Post. Ask yourself, “What is today?” Today is a day unlike any other. It’s a one-of-a-kind, never-to-come-again, potentially life-defining window of time that’s only available for the next 24 hours. Today is not like anything you knew yesterday or anything you might discover tomorrow. It’s not a moment you live for but...
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Purpose Becomes Ambition

Purpose Becomes Ambition

“Ambition” is the new “purpose” “The nearest way to glory is to strive to be what you wish to be thought to be.” – Socrates Workplaces become meaningfully relevant when employees see the point of what they and their employers are out to do: the company’s “why”, it’s reason for being, it’s meaningful ambition. When presented in a credible, inclusive and authentic way, the company’s meaningful ambition is respected, admired and embraced by employees because it aligns to their personal values and answers their desire for meaning. Employees can see themselves within the company’s...
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