Topics

Brand Promise


Sparking Innovation Through a Purpose-Driven Vision

Sparking Innovation Through a Purpose-Driven Vision

Innovation. Everyone wants it. But what is it? Where does it come from? What’s the best way to shape a culture of innovation? What best aligns, inspires, and motivates people to innovate? What role could a new brand strategy play in transforming your organization into an innovative powerhouse? The new innovation As the leading global consulting firm PWC points out, “It’s no longer just a case of pushing products out of labs but, rather, of creating value for customers by personalizing the entire customer experience. So, forging an organizational culture that promotes innovation, getting closer to customers to find...
Read more >

Embracing Authenticity

Embracing Authenticity

Authenticity Is In “If you’re willing to tell me about the bad, then I will trust you when you tell me the good.” In an increasingly staged, contrived, and media-saturated world, people are seeking meaning and authenticity in every facet of their lives. From the employers they work for to the businesses they buy from and the brands they support. Authentic Business Globalization and technology have created a new level of consumer awareness. According to a 2014 survey by Cohn & Wolfe, when consumers rated more than 1,600 brands on authenticity, the three key attributes listed were: “reliability,” “respectfulness,”...
Read more >

What Is Brand Generosity Anyway?

What Is Brand Generosity Anyway?

Why so generous? Brand generosity is in. As consumers become increasingly connected to social media and exposed to marketing ploys and tricks, suspicions rise about the authenticity of brands. Many consumers are looking for a genuine social commitment from the brands they engage with. As a result, building a bond with the people that matter to your business is more important now than ever before. People are looking for brands that give more than what’s expected. They want to feel good about the brands they are buying into, and how those brands are giving back to the world at large....
Read more >

Brand Storytelling: A Necessary Shift from Plot to Promise

Brand Storytelling: A Necessary Shift from Plot to Promise

Brand Storytelling Jim Signorelli is the author of “StoryBranding“. I love the way he makes the distinction between the classic marketing idea of “unique selling proposition” and the modern meaningful branding concept, “unique value proposition”. We often refer to plot lines as brag lines, simply because that is what they do. They express the brand’s “how so?” more than its “what about it?” Plot lines are more a manifestation of the brand’s opinion of itself. As such, they lack the believability and relevance of theme lines. And by themselves, they rarely make an emotional connection. Their transparent purpose is...
Read more >

Are You in a State of Brand Delusion?

Are You in a State of Brand Delusion?

“If what you want your brand to be and what others experience and see do not match, you are in a state of brand delusion. This is the most expensive form of marketing madness, an idiosyncratic belief or impression that is firmly maintained despite being contradicted by what is generally accepted and experienced as reality by your customer segment.” Joan Koerber-Walker We believe this problem goes well beyond a mismatch between what a brand wishes and the actual experience of the brand’s “customer” segment. Brand delusion is real for many brands. We believe everyone vital to a brand’s success, from customers to employees to prospects, etc....
Read more >

How Do You Define the Purpose of Your Business?

How Do You Define the Purpose of Your Business?

Seeing Profit as a Consequence, Not a Purpose Like many, you probably default to saying, “To make profits”. And while that is certainly an aim of every capitalistic enterprise, it falls short as a useful and motivating driver of an enterprise. Too great a focus on profits draws attention away from the triggers of success in today’s world. Successful leaders see profit as consequence For more and more leaders, another North Star is rising. By embracing the notion of “purpose beyond profit”, these leaders don’t forego their obligations to generate profits for shareholders. But they subjugate the financial agenda...
Read more >