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Brand

Turning Strong CSR Stories Into New Meaning For Your Employees

February 21, 2012 —

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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Shaping Brand Experiences to Avoid Alienating People

December 20, 2011 —

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

August 31, 2011 —

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...
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