Topics

Subscribe

Blog


Corporate Culture Becomes Behavior

Corporate Culture Becomes Behavior

“Behavior” is the new “corporate 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’s 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...
Read more >

For Brands, Being Human Is The New Black. And…

For Brands, Being Human Is The New Black. And…

Fast Company recently featured a story about IDEO’s Elle Luna’s talk to the Design Fair at which she declared: “Today, brands are becoming more and more like humans. They’re taking on more and more human-like traits.” Clearly, with our concept of emotive branding, we believe the same thing. Emotions are human traits which brands, as abstract concepts, do not literally possess. However, what a brand says and does can be designed to evoke specific human emotions. And when a brand consistently evokes the same set of emotions, it goes a long way to elevating the brand’s...
Read more >

Part 10: The Meaningful Workplace – Values Become Feelings

Part 10: The Meaningful Workplace – Values Become Feelings

“Feelings” are the new “values” “People may not remember exactly what you did, or what you said, but they will always remember how you made them feel.” – Maya Angelou The goal of employee engagement is to drive employee attitudes, behavior, morality and ethics in such a way as to improve their productivity, morale, satisfaction and usefulness within the organization. However, many companies have struggled with converting their proclaimed “values” into compelling, work-changing experiences for their employees.  Often, the problems...
Read more >

Attracting Talent To Your Business – Recruiting The Emotive Branding Way

Perhaps the most significant outcome of the emotive branding process is the new story you’re able to tell. It’s a story that engages people on a different level than most recruitment communications. Why? Because it answers that very question… it explains why it is particulary worthwhile to work for your company. It marries the necessary rational information with a strong dose of emotion. It transforms work from something one has to do, to something one wants to do. It attracts top quality people who bring the kinds of values and behavior that will make your company stronger...
Read more >

McGuire Indoor 2011

McGuire Indoor 2011

See the full gallery on Posterous The 2011 refresh of the McGuire Furniture Collection uses a documentary style to showcase existing clients proudly sharing “their McGuire” in the context of their own homes. Showing the product in real, lived-in environments helps illustrate the potential of the brand and help new users to become inspired. The collection of photographs and stories is followed by a statement of relevancy on design, collections, quality and craftsmanship. Proud to say “My...
Read more >

Part 8: The Meaningful Workplace – Rethink Old Tools

Part 8: The Meaningful Workplace – Rethink Old Tools

Making your workplace more meaningful. “How do you build an organization where people are willing to bring their gifts of initiative, creativity and passion?” – Gary Hamel You can’t build a workplace that is meaningful to people using the old mentality and out-dated tools that have rendered your current workspace meaning-neutral or, at worst, meaningless. To forge meaningful alliances with meaning-seeking employees requires new ways of thinking and acting. Familiar business constructs that have formed the foundation of employer/employee relations are being...
Read more >

Tom Asacker On “Broken Brands” – Music To Our Ears

Maybe we should promote ourselves as a “brand repair shop” after Tom Asacker’s brilliant post, “The World Is Littered With Broken Brands” Here’s an extract. A broken brand is a business that has no idea where it’s going; has no way of communicating its purpose (since none exists); and therefore cannot align its activities nor inspire its people. It’s in disorder. And this disorder leads to people walking around concluding that no one cares and that no one is in charge. Employees may see problems or opportunities, but they stop complaining and...
Read more >

Why The Greatest Impact Of Emotive Branding Happens At the Lowest Point

As we have written before, it is inspiring to us when our clients show their surprise and delight as they first view the results of our emotive branding exploration of their brand. Suddenly they see how dwelling somewhere below the “why” of what they do now seems a bit shallow and obvious – and too much like what the other players are doing. They see how their presence can be altered, enhanced and made more meaningful to more people. Quite naturally, they start by thinking of all the tangible manifestations of their brand which they can either fine-tune, change all together...
Read more >

Part 7: The Meaningful Workplace – Pointless Workplaces

Part 7: The Meaningful Workplace – Pointless Workplaces

Why workplaces aren’t meaningful now “Where do you find people, our most important asset, on a balance sheet? Under expenses.” – Paul Herman, HIP Investor Business has long been focused on producing widgets, growing market share, managing costs, and delivering shareholder value. And, while employees are a very costly factor, both in terms of monetary and management time, the process-driven, measurement-hungry and org chart world of business has been lacking in human respect, empathy and meaning. As such, businesses have been far more focused on the “what”...
Read more >

MillerCoors SDR 2010 – Success the Right Way.

MillerCoors SDR 2010 – Success the Right Way.

See the full gallery on Posterous With two powerhouse parent companies looking over its shoulders, MillerCoors makes a big leap in sustainable reporting with Success the Right Way. For their 2010 report, we helped bring a new level of transparency and depth, as the company established internal protocols and moved towards international standards. This report highlights employee contributions to sustainability efforts and takes an interesting look at MillerCoors’ nine 2015 goals with photographed product charts. Printed by Hemlock Printers using 100% recycled and 100% post-consumer waste...
Read more >

HR Director Is The New Marketing Director?

HR Director Is The New Marketing Director?

Our friend Tom Fishburne once again creates a clever cartoon to make an important point: “the best brands and businesses market from the inside out”. To quote Tom, “We all work in marketing, no matter our functional expertise.  Everyone in the company has the ability to impact the brand, whether they work in accounts payable or marketing. That means that the HR Director is the new Marketing Director.  Recruitment is as important to how a brand is marketed as creating a marketing plan.” In our parlance, the best brands grow from the inside out by fostering a...
Read more >

Part 5: The Meaningful Workplace – Become Fit For Humans

Part 5: The Meaningful Workplace – Become Fit For Humans

Employees respond positively and actively to a meaningful workplace As the company transforms the way it reaches out to their employees, their employees change the way they respond back to the company.  Employees eagerly engage in the work at hand, align with the company strategies, collaborate with one another and contribute their energy and skills. They confidently deal with peers, prospects, customers, partners and suppliers. They proudly tell their family and friends about the company they work for. And all the other people vital to the business’s success (customers, partners,...
Read more >

Part 4: The Meaningful Workplace – Adopt A New Stance

Part 4: The Meaningful Workplace – Adopt A New Stance

Toward the meaningful workplace Meaningful workplaces are built by companies that aim to produce a more meaningful outcome from, and for, their people. To become meaningful, these companies adopt a new stance vis-à-vis their relationship with their employees. They strive to reduce the distance that’s been imposed through organization structures and prevailing attitudes. They seek stronger emotional connections up and down and across their enterprise. They see their task as making their company fit for the future by making it fit for humans. They create a meaningful workplace...
Read more >

The Meaning Hidden Deep Within Your B2B Brand

The Meaning Hidden Deep Within Your B2B Brand

For decades many B2B brands have been able to prosper by taking a “business as usual” approach to the marketplace. This means they have been able to build their brands exclusively around their product propositions.  But as B2B brands look out into the world today they see changing expectations in the marketplace. The people making decisions about their brands are looking through a new set of filters. They are looking to align with brands that are aligned to their own personal values. They look for, and appreciate, gestures that speak to the brand’s sense of humanity....
Read more >

Part 3: The Meaningful Workplace – Meaningful Defined

Part 3: The Meaningful Workplace – Meaningful Defined

Understanding what makes something “meaningful” In the course of a day, our senses open us up to millions of stimuli, each of which presents itself and demands our attention. To cope with the avalanche of input, our system quickly decides which stimuli are significant enough to be acknowledged and, which are so significant that they must be remembered. In other words, what matters…and what doesn’t. The stimuli we remember can be significant in two ways. On a primal level, some of our memories help us survive against danger. On a higher-order level, some of our...
Read more >