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If You Don’t Have Anything Meaningful To Say, Social Media Won’t Help You Say It Better

If You Don’t Have Anything Meaningful To Say, Social Media Won’t Help You Say It Better

We loved this rant about the idea that social media is a “brand strategy”. Repeat after me, urges the presenter, “Social media is a channel”. So, if you’re struggling to make social media work for your brand, maybe it’s time to look at what your brand is saying through social media. How is it creating a better “give and take” between your brand and the people vital to its success? How is it helping people generate new meaning in their lives? How is it creating a new relationship, not simply deploying the same messages used elsewhere? Read the...
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How To Completely And Utterly Destroy An Employee’s Work Life

How To Completely And Utterly Destroy An Employee’s Work Life

 We came across a fascinating workplace story in The Washington Post by Teresa Amabile and Steven Kramer, authors of The Progress Principle. Over the past 15 years, the team has tracked diary entries of 238 executives in 7 different companies. Their bottom line:  What we discovered is that the key factor you can use to make employees miserable on the job is to simply keep them from making progress in meaningful work.  Consider this: on one-third of those 12,000 days, the person writing the diary was either unhappy at work, demotivated by the work, or...
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Tempting Recipe For An Emotionally Meaningful Product Or Service Launch

Tempting Recipe For An Emotionally Meaningful Product Or Service Launch

Your brand plans to launch a new product or service, code-named BigHope, with the goals of increasing revenues and expanding your customer base. To this end, you have asked Emotive Brand to describe how it would approach this challenge. We believe that the most successful brands and products help people get what they want and need – ways to create new meaning in their lives. We are in the business of finding relevant meaning within brands, products and services, and bringing that appealing and differentiating power to light. For BigHope, our goal will be use the kitchen of emotive...
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Truly Meaningful Brands Are Born From The Inside Out

“Nowadays we want so much more from brands than just promises or stories. Brands that manage to create better relationships dominate the marketplace”. Hernán Sánchez Neira, CEO Havas Media Intelligence. Havas recently released their meaningful brand index, and note that the 50,000 people they surveyed globally find that less than 20% of the brands they use have a positive impact on their lives.   Furthermore, 70% of brands would not be missed, should they suddenly disappear. According to Havas, people are fundamentally changing the way they...
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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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