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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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See Your Brand From a New Perspective in 2012

See Your Brand From a New Perspective in 2012

Audi dramatically reshaped the viewer’s perspective of their recent offering in Shanghai using dozens of glass plates. This image made us think about what we do for our clients.  We work with what is already there. We look at it from different perspectives. As we walk around our client’s brands, we start to sense the meaning hidden within. We pull out the human factors that make the brand work in a unique way. The beliefs. The attitudes. The behaviors.  The feelings. The ambition. The passion. We then find ways to bring those human qualities to the surface. Our goal is...
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Shaping Brand Experiences to Avoid Alienating People

Shaping Brand Experiences to Avoid Alienating People

Cartoon by Tom Fishburne. Every brand moment matters. How often have you found yourself filling in a form that simply asked too much? Where you could not imagine how the information being asked was going to be used? Or worse, the only thing you could imagine was that the information would be used against you. No, not by some dreaded department deep inside the government. But, by something worse: the brand’s marketing department. OK, that’s a bit of an overstatement. But hopefully it has provoked you into thinking about how your brand is reaching out to people. How the experience...
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People Respond to Meaningful Brands

According to a recent study by Havas Media, only 20% of brands have a notable positive impact on our sense of wellbeing and quality of life. The study further reveals how the expectations, judgements and behavior of people are evolving in ways that must make brand-owners rethink their current strategies: For the 4th year running consumer expectations of companies’ responsible behaviour continues to rise Nearly 85% of consumers worldwide expect companies to become actively involved in solving these issues (an increase of 15% from 2010) Those prepared to reward responsible companies by...
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