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Customer Moves But Stays With Bank 1,000 Miles Away – That’s Loyalty!

Customer Moves But Stays With Bank 1,000 Miles Away – That’s Loyalty!

We recently came across this great story about bringing corporate values to life inside and outside a brand. Frost Bank is in Texas, but when Terri, a customer of ten years standing, moved to San Francisco, she kept her accounts in place at Frost Bank. This is just one of the many stories Frost Bank uses to substantiate it’s claim for superior customer service. Frost Bank employees are guided by a manifesto of short, but telling, statements about things that truly matter to customers: Bankers should know their customers by name and vice versa. Courtesy should not be based upon the size...
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Turning Strong CSR Stories Into New Meaning For Your Employees

Turning Strong CSR Stories Into New Meaning For Your Employees

Building meaningful CSR stories A strong CSR report provides an excellent starting point for your brand to achieve a meaningful position in the hearts and minds of your employees. There is even greater value when those reports lead with strong CSR stories. That’s because, according to a recent Forbes report, CSR and employee engagement work hand in hand: Hewitt & Associations found that, “the more a company actively pursues worthy environmental and social efforts, the more engaged its employees are”. The Society for Human Resources Management found that for companies...
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It’s Time To Give People What They Need To Create Meaning

It’s Time To Give People What They Need To Create Meaning

We enjoyed reading Tom Asacker’s recent post, “Does your brand impute.” As usual, Tom makes important points with grace: “Leadership brands understand that brand success is not about winning a debate; it’s about signaling meaning. It’s not about convincing people with well-reasoned arguments. It’s about unearthing what people need to feel good, smart and special, and then giving it to them.” The message is clear: there’s a gift you can give people “that just keeps giving”. We believe that gift is already hidden inside your brand. It’s...
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Dulux Gives People A Beautiful Way To Create New Meaning In Their Lives

Dulux Gives People A Beautiful Way To Create New Meaning In Their Lives

How do you take a brand operating in a marginally interesting and commodity-prone category to a meaningful position? You look deep inside what the brand does on a human level. You pull that out and shine light on it. People suddenly see something that wasn’t there before, something they like, something that helps them create meaning within themselves. You change how people feel, and they change how they feel about your brand. What human meaning is hidden within your brand? What could it mean to your business if people felt more emotionally involved with what you’re really all...
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Why We Love the Power of Inspiration

Why We Love the Power of Inspiration

One of our greatest pleasures comes from unveiling to our clients something they’ve never seen before: the meaning and emotional power that’s been hidden within their brand. When our clients suddenly see their business as a purposeful, emotive and gratifying force in the world – when they see it can hold a “meaningful position” in the hearts and minds of people – their eyes open wide, their pulses quicken and their imaginations ignite with possibilities. But, for us, the most gratifying aspect of our work will come as our clients bring the power of their “brand...
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Meaning Leads to Deeper Brand Conversations, Inside and Out

Meaning Leads to Deeper Brand Conversations, Inside and Out

 Hugh MacLeod orginally did this drawing for a commission, but brought it out again after being inspired by a speech he heard about brands as platforms. As he puts it: “When you create meaning, understand your purpose, creating something worth talking about comes pretty easily.” Through our emotive branding process, we provide our client’s employees with new and helpful stuff to talk about. We give them a statement, which we call a “Driving Idea,” that urges them to reshape what they do to better align to the brand’s business and emotive goals. Built...
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Brand Love: Man Creates Lego Film to Propose To Girlfriend

Brand Love: Man Creates Lego Film to Propose To Girlfriend

We came across this on the Truly, Deeply blog: US film maker Walt Thompson spent 22 hours shooting 2,600 pictures along with unmentionable hours of editing to create a Lego inspired marriage proposal for his girlfriend of four years. As Dave Ansett, the man behind Truly, Deeply put it: “Can there be a much higher tribute to a brand than to be woven into the most important and valued moments of our lives?” We agree. Lego has attained a truly meaningful position in the hearts and minds of people the world over. And while not every brand may have the intense emotional...
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Why, In Some Respects, Your Brand’s Target Audience Should Be “Everyone”

Why, In Some Respects, Your Brand’s Target Audience Should Be “Everyone”

In a New York Times interview, Ron Johnson, CEO of JCPenney was asked: Q. Who are you targeting? A. We are going after all Americans. We would like to be the store for everyone. Think about that.  Rather than targeting a specific segment, Johnson goes right to the highest level. Everyone. Everyone is important. In emotive branding, everyone matters, from the customer (every customer), to the employee (every employee), to the partner (every partner), to the supplier (every supplier), to the investor (every investor), to the community (every citizen) … well, you get the idea....
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JCPenney Stakes Out A Meaningful Position

JCPenney Stakes Out A Meaningful Position

After 100 years, JCPenney has placed a new stake in the ground. They are seeking a meaningful position in the “this weekend only” world of retail. They are turning everything upside down in the hope of mattering more to people who have been left shell-shocked by a field of pushy, hysterical and “me-too” retailers. They are seizing the opportunity to bridge the “meaning gap” to more clearly see the world through the eyes of their customers. Under the leadership of Ron Johnson, who established Apple in the retail space after juicing up Target, JCPenney is...
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Is Your Brand A Constructive Or Destructive Force In Today’s World?

Is Your Brand A Constructive Or Destructive Force In Today’s World?

There’s the story of the dinner Steve Jobs had with Rupert Murdoch, at which he said,  “The axis today is not liberal and conservative, the axis is constructive-destructive.”  Jobs was talking about what companies do, and clearly had a message for the wire-tapping business headed by Mr Murdoch, saying he had ‘cast his lot with destructive people”.  Businesses and brands have a great opportunity to be constructive in a world where this sort of destruction is all too common. One way is to identify the constructive good that already resides in...
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Bridge the Meaning Gap and Watch Your Brand Soar

Bridge the Meaning Gap and Watch Your Brand Soar

We believe there’s a growing gap between what your brand needs and what people want. Your brand needs to have a stronger presence today and be a better fit for the future. This means the people in your organization need to work better together to help you achieve your goals – but, we’re guessing they aren’t as motivated and collaborative as you need. People want more meaning in their lives and are more discerning about the products they buy, who they buy from, and the companies for which they work. This means your organization has to reach out to people in ways that...
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Where Do True Loyalties Lie?

Where Do True Loyalties Lie?

Cartoon by Tom Fishbourne There once was a time when true loyalty meant a card in the wallet. But then there was a proliferation of cards in the wallet.  And along with that, a dissolution of the power of “rewards” through pieces of plastic. Smart brands see beyond the lure of rewards-based loyalty. They seek to win the respect, earn the preference, and keep the custom of people by moving to a more meaningful position in their lives. They have a way of being that attracts people on a human level. They connect to the higher ideals and aspirations of people.  The way in...
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Our Top 10 Posts From 2011 – Thank You Readers!

The Power Of Meaningful Stories We came across this brilliant film by Jonathan Harris which is a compilation of 365 daily photos he posted to his website starting the day he turned 30 years old. 10 Ways To Be Meaningful Emotive Brand has compiled this list to inspire brand owners and to show them what it takes to generate meaningful, profitable and enduring connections with the people vital their brand’s success.l 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...
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Trends – Presenting Issues

Trends – Presenting Issues

“We need help with our brand.” This statement is almost never at the top of the list of burning issues CEOs bring to the table at the beginning of an engagement with us. “We are experiencing a drop in sales” – yes. “It’s hard to find and keep top talent” – yes. “Our workforce is not fully engaged;” “Wall Street is jittery;” “We have alignment issues among leadership and with the board” – yes. In the last 24 months we are hearing about the same set of business challenges standing in the way of success for companies...
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“What Matters Now” – A Wake Up Call For Business Leaders

“What Matters Now” – A Wake Up Call For Business Leaders

While we anxiously await delivery of our copies of Professor Gary Hamel’s latest tome, “What Matters Now”, we wanted to share some of the main thoughts being promoted.Clearly, the business world is in a state of flux. Hamel’s book promises to present an agenda for leaders everywhere who are eager to. . . reverse the tide of commoditization defeat bureaucracy astonish their customers foster extraordinary contribution outrun change build a company that’s truly fit for the future In this context, Hamel identifies five issues that are paramount: values innovation...
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